---
title: "Melborp - Aguardiente Antioqueño - Faltan 5 pa' las que sea"
description: "Through behavioral science we discovered that people’s mood changes in December, so we turned a popular icon like ‘Faltan 5 pa’ las 12’ into a call to action that wouldn’t mark the end of the December party, but the start of each one of them. ‘Faltan 5 pa’ las que sea’ became a 360° campaign that got everyone to say ‘yes to everything’ to aguardiente throughout the month of December."
canonical: "https://melborp.art/work/aguardiente-antioqueno-faltan-5-pa-las-que-sea/"
---

# Digital

- [Faltan 5 pa' las que sea · Aguardiente Antioqueño · USE OF INFLUENCERS · Awareness · Content](https://melborp.art/work/aguardiente-antioqueno-faltan-5-pa-las-que-sea)

### Problem

How does Aguardiente Antioqueño secure its leadership in the liquor category during the Christmas season?

* * *

### Melborp

By turning the famous ‘modo decembrino into a brand asset.

Through behavioral science we discovered that people’s mood changes in December, so we turned a popular icon like ‘Faltan 5 pa’ las 12’ into a call to action that wouldn’t mark the end of the December party, but the start of each one of them. ‘Faltan 5 pa’ las que sea’ became a 360° campaign that got everyone to say ‘yes to everything’ to aguardiente throughout the month of December.

![Melborp](https://a-us.storyblok.com/f/1022498/945x1323/f6e7a609ae/paradero02.webp/m/)![Melborp](https://a-us.storyblok.com/f/1022498/945x1323/d2f972231b/paradero01.webp/m/)![Melborp](https://a-us.storyblok.com/f/1022498/1920x800/924773fe3f/fotografia_valla.webp/m/)![Melborp](https://a-us.storyblok.com/f/1022498/945x1323/e2307671a5/mockup_celular.webp/m/)![Melborp](https://a-us.storyblok.com/f/1022498/1894x1060/5229c47ead/fotografia_cierre.webp/m/)

### +5.4M

Plays / views

### +112K

organic likes

### +5M

Accounts reached

### +4.9%

Total engagement

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