In recent years, the popularity of water activities has notably increased: the necessary infrastructure is developing, and local communities are emerging. A study by Platforma indicates that the share of the "water sports and water recreation" category in sports goods spending grew from 12% to 15% in just one year — experts attribute this to the growing popularity of SUP surfing and kayaking. Building on these insights, El Capulco 0.0 developed distinctive SUP experiences, positioning the brand as the ideal companion for city dwellers' best summer moments. . Our competitive differentiation stemmed from the SUP surfing category's unique market position - despite its growing popularity, the space remained commercially underdeveloped: few competing brands had leveraged it in marketing activations, and existing implementations remained limited in scope. Consequently, El Capulco 0.0 successfully delivered on a core strategic objective — forging powerful emotional associations between the brand and consumers' preferred summer leisure experiences.. After all, love for a brand is born where emotion exists.