Flying Lemons Bring Life to Flying Fish's Fantastically Surreal Island

Flying Fish, AB InBev’s flavoured beer has launched a global campaign that is completely challenging the rules of the beer category and is already live across several markets around the world.

Younger generations feel trapped in an infinite loop. Repeated stories, identical content, flavours that no longer surprise. With Flying Fish, we wanted to break that cycle and create a universe where curiosity becomes the antidote that beats any algorithm and turns the predictable into the unexpected.

That is how 'Flying Fish. Taste The Unexpected' was born. It is a global campaign created by Wieden+Kennedy Mexico to directly connect with young audiences and put them at the centre. The campaign launches with a thirty-second animated film called 'Flavor Machine,' created in partnership with Buck, the animation studio known for its work on Spider-man Across The Spiderverse and Love Death + Robots. Instead of the classic beer ad with friends at a bar, we invite consumers into a surreal world where flying lemons give life to Flying Fish on a fantastic island.

The premise is simple. The category became flat for younger audiences. Flying Fish arrives to shake it up and bring excitement back to drinking beer. Taste The Unexpected turns every moment into an invitation to discover something new and celebrates curiosity and individuality. It is a global platform already live in Canada, France, Mexico, Brazil, and Peru, and it will launch in 2025 in the United States and China.

As a brand created for an audience that lives in the digital world, there are no limits. We will show up wherever gen z is, whether that is TikTok, Twitch, Discord, Netflix, or any emerging space.

“Being part of a global launch where Flying Fish not only rewrote the rules of the category, but also broke the algorithm in a world where everything looks the same - that is simply fantastic.” said Kevin Murcia and Javier Melo, creative directors at W+K Mexico.

“We’re proud to be pioneers in launching a completely new kind of beer - one with the potential to influence culture and reshape how new generations perceive beer.” said Jessica Apellaniz, chief creative officer, W+K Mexico.

“Who said fish can’t fly? Or that beer can’t be flavoured? Flying Fish is the new beer with a perfect and refreshing lime-lemon twist, here to win over the palates of new generations.” said Mateus Schroeder, global brand director, Flying Fish.