Enjoy's 'Mode & Play' campaign by Agencia Estimado targets casual Nintendo gamers in Spain, blending gaming culture with soft drink positioning across YouTube,
Enjoy Mode & Play Bets on Nintendo Gamers to Launch a Soft Drink in Spain
Enjoy Mode & Play is a 2024 digital, content, and film campaign created by Agencia Estimado for Enjoy, a Spanish non-alcoholic soft drink, designed to establish the brand as the preferred refreshment for casual Nintendo gamers in Spain by deploying video-game-inspired creative across YouTube, Twitch, and Google Display Network.
Enjoy is a fruit-juice-and-mineral-water soft drink launched by Grupo San Benedetto in Spain in late 2023, as reported by elpublicista.es and retailactual.com. The brand entered a competitive non-alcoholic drinks market seeking a differentiated foothold, and Agencia Estimado's response was to carve out an entirely new niche: the so-called "light" gamer, a consumer who enjoys Nintendo's characteristically playful, accessible titles rather than the high-intensity competitive gaming world more commonly courted by energy drink advertisers. Published in Spain in June 2024, the campaign took its name and spirit from the gaming convention of selecting a difficulty or mode setting, reframing the act of relaxed play as something worth celebrating and refreshing.
The campaign's strategic scope covered four of Nintendo's most culturally resonant franchises: Animal Crossing, Super Mario Bros., Zelda, and Pokémon. Each property carries its own tonal identity and audience demographic within Spain's gaming community, giving Agencia Estimado a broad but coherent creative canvas. Rather than producing a single hero asset, the team built a multi-platform content strategy anchored by a digital media spot using video-game-inspired visuals, then extended reach through collaborations with content creators native to YouTube and Twitch. The slogan Enjoy Mode & Play unified all executions under a single, legible brand proposition: this is the drink you reach for when gaming is joyful, not gruelling.
Agencia Estimado identified a strategic gap inside Spain's gaming culture. The agency's core insight was that the dominant tone of gaming marketing — high-octane, performance-obsessed, and heavily aligned with energy drinks — left casual Nintendo players without a brand that spoke their language. Enjoy, as a fruit-juice-and-mineral-water soft drink, carried none of the stimulant associations of category rivals such as Red Bull or Monster Energy, making a direct confrontation with those competitors commercially impractical and creatively misaligned. Instead, Agencia Estimado positioned Enjoy as a category of its own: the refreshment of lighthearted play.
The global carbonated soft-drink market was valued at approximately US$373.45 billion in 2024, according to marketresearch.com, with volume reaching approximately 221.50 billion litres over the same period. Within that landscape, The Coca-Cola Company and PepsiCo occupy dominant positions across Spain and international markets, as noted by Grand View Research, leaving challenger brands to pursue niche positioning strategies to earn shelf space and consumer attention. Enjoy's Nintendo gamer strategy reflects exactly that logic: rather than competing on scale, the brand competed on specificity.
Animal Crossing in particular provided a culturally potent anchor. The franchise's global popularity surge during 2020 introduced millions of casual players to Nintendo's ecosystem, and that audience has proven sticky across Spain and broader European markets. By aligning with Animal Crossing alongside Mario, Zelda, and Pokémon, Enjoy signalled fluency with an audience that values warmth, creativity, and accessibility over dominance — values entirely compatible with a refreshing soft drink that rejects the aggressive posturing of energy drink marketing.
Agencia Estimado constructed the creative execution around a deliberate tonal rejection. The gaming advertising world habitually defaults to darkness, speed, and competitive aggression; Enjoy Mode & Play chose colour, lightness, and narrative warmth instead. The main creative asset was a digital media spot built from video-game-inspired visuals, designed to feel native to the platforms — YouTube and Google Display Network — where Spain's Nintendo gaming audience already spent its time.
Production credits for Enjoy Mode & Play are not publicly documented beyond the confirmed agency credit to Agencia Estimado, which submitted the campaign and oversaw its creative and strategic development. What the agency has confirmed is that the visual language of the spot drew directly from the aesthetic conventions of the four Nintendo franchises at the campaign's centre: Animal Crossing's soft pastels and domestic warmth, Super Mario Bros.'s primary-colour exuberance, Zelda's adventure-tinged illustration style, and Pokémon's character-led storytelling. These are not interchangeable visual registers, and the craft challenge lay in weaving them into a coherent brand identity for Enjoy without undermining the integrity of any individual franchise's tone.
The creator collaboration layer added a second dimension of authenticity. Agencia Estimado selected content creators on YouTube and Twitch whose existing work was rooted in Nintendo game storytelling, ensuring that brand integrations felt native rather than intrusive. This approach allowed Enjoy to enter gaming conversations organically, with the brand appearing as a natural companion to gameplay rather than an interruption. The dual-channel creative model — a produced spot for paid distribution, plus earned authenticity through creator partnerships — gave the campaign structural range across both reach and resonance within Spain's gaming content ecosystem.
No independently verified quantitative performance data for Enjoy Mode & Play is publicly available. No verified award wins have been recorded across Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Awards. The campaign generated 478 views and 2 likes on the platform where it was submitted, as recorded in campaign documentation, figures that reflect the niche distribution of a brand-launch asset rather than the full reach of its paid and creator-driven media plan.
Agencia Estimado reports that the campaign generated brand recall and recognition through its digital media plan on YouTube and Google's Display Network, and that creator collaborations on YouTube and Twitch integrated Enjoy naturally into Spain's gaming environment. These are qualitative outcome claims consistent with the objectives of a new brand entering a niche positioning territory: the priority at launch was establishing recognition and cultural fit, not immediate sales conversion.
Structurally, the campaign demonstrates sound logic for a challenger brand in Spain's non-alcoholic drinks market. The niche targeting of Nintendo gamers — specifically the casual or "light" player — reduces competitive pressure from dominant incumbents while building a culturally coherent identity. The multi-platform execution across YouTube, Twitch, and Google Display Network reflects an understanding of where Spain's gaming audiences actually consume content. Creator partnerships add earned credibility that paid media alone cannot replicate. Enjoy Mode & Play holds a Clapboard Score of 63 out of 100, reflecting a campaign that executes its niche strategy with clarity and tonal intelligence, even as measurable impact data remains outside the public record.
Enjoy Mode & Play is a 2024 campaign by Agencia Estimado that launched the Enjoy soft drink brand in Spain by targeting casual Nintendo gamers. The campaign ran across YouTube, Twitch, and Google Display Network, using video-game-inspired visuals and content creator partnerships tied to Animal Crossing, Mario, Zelda, and Pokémon.
Agencia Estimado created the Enjoy Mode & Play campaign in Spain. The agency developed both the strategic positioning and creative execution for Enjoy, a soft drink brand launched by Grupo San Benedetto in late 2023, with the campaign published in June 2024 across digital and content platforms.
Enjoy targeted Nintendo gamers because the brand's fruit-juice-and-mineral-water formula was incompatible with the high-stimulant energy drink space dominated by Red Bull and Monster. Agencia Estimado identified casual, or light, gamers as an underserved niche whose playful values aligned with Enjoy's refreshing, non-aggressive brand character in Spain.
The campaign featured four Nintendo franchises: Animal Crossing, Super Mario Bros., Zelda, and Pokémon. Each franchise was chosen for its cultural resonance with casual gaming audiences in Spain, and the visual language of the campaign drew from each franchise's distinct aesthetic to create cohesive brand storytelling.
No independently verified quantitative results for Enjoy Mode & Play are publicly available. Agencia Estimado reports that the campaign generated brand recall and recognition through YouTube, Google Display Network, and creator collaborations on Twitch. The campaign holds a Clapboard Score of 63 out of 100, reflecting solid niche strategy execution.
Animal Crossing served as a cultural anchor for the campaign because its casual, creative, and warmth-driven identity closely matched Enjoy's brand personality. Its strong following among light gamers in Spain made it an ideal platform for positioning Enjoy as a refreshing companion to relaxed, joyful gameplay rather than competitive or intense gaming sessions.
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