We turned Salomón Rondón, Venezuela’s all-time top scorer, into a way to order beer. In Venezuela, beers are ordered in rondas (rounds). And “-ón” is used to make something bigger. So a Rondón became a huge ronda: 23 beers, inspired by Rondón’s jersey number. We introduced the joke through a comedic film, then made it real in bars nationwide, turning a football partnership into a new drinking ritual. We didn’t just put Rondón in the campaign. We put a Rondón on the menu.