CITREX
“El poder de 100 limones”

WASHING DISHES IS BORING. CITREX ISN´T

In a category ruled by the same two names, doing “just another dish soap” wasn’t an option. Citrex didn’t come to compete. It came to disrupt.

Armed with a bold promise — the power of 100 lemons — we knew saying it wouldn’t be enough. We had to make people feel it.

So we turned that power into a sensory experience. A world where every drop unleashes a vibrant 3D “remolino” — a visual force that breaks through the monotony of the category and transforms dishwashing into something dynamic, energetic, and oddly satisfying.

But disruption doesn’t live in just one piece.

We built the brand from the ground up:
– A distinctive creative platform designed to stand apart from category codes
– A signature 3D visual system that made the product instantly recognizable
– A music-first approach, starting from an AI-generated sketch and evolving into a fully produced track in studio
– A full digital ecosystem, with executions adapted to each platform’s language and behavior

The result: a brand that doesn’t just outperform — it outshines. Loud, fresh, and impossible to ignore in a sea of sameness.

Because when you have the power of 100 lemons, blending in is not an option.