Mahou wanted to connect with Gen Z, a generation constantly called the “glass generation” for being too honest, too sensitive, too much. So instead of pushing back, we leaned in. We turned the label into a badge of pride with the Z-Pack: a special edition of transparent bottles that celebrate exactly that — being seen. Then, using social listening, every time “generación de cristal” popped up online, Mahou showed up too, sending a free Z-Pack and turning every insult into a toast.