abran paso

100 years after its creation, we retold the story of Paso de los Toros through what has always set it apart: its character.

With “Abran Paso,” we developed a campaign that celebrates its Uruguayan origins and turns its bitter note into a symbol of identity. Paso de los Toros is the drink for those who choose to take risks, step outside their comfort zone, and say what others don’t dare to say—even in a world where sweetness is often in abundance. That character is represented by two well-known figures: the Paso de los Toros bull and Ruso Pérez.