The Apparition of La Trenzuda

To relaunch Lupita Flores, the 80-year-old iconic character of Salvadoran liquor brand La Trenzuda, we turned a product update into a cultural event. In a country where folklore and supernatural legends are deeply rooted in everyday life, we made Lupita “appear” in real life. A woman with long braids was seen walking alone at night along highways from San Miguel to the capital, sparking theories, fear, and massive organic conversation across social media.

Days later, at the country’s largest content creator event, we revealed the truth: the mysterious figure was Lupita Flores, reborn through AI. With no paid media and a minimal budget, the campaign transformed a traditional brand character into a contemporary cultural phenomenon — proving that when a brand understands its culture, it doesn’t launch campaigns. It makes appearances.