23:37 Jan 26 

If so, "ar" is not your chief translation problem; it is finding collocations in English for "consomem", "procuram" and "se soltar". How have you translated "necessidades de consumo"? My take (given a fairly wild guess as to the product) and for what it's worth: Essentials: It's full of air. / What you get, basically, is air. / Nothing but air./ Break free! (exclamation mark optional). I imagine the accompanying picture is jumping up in their air (product in hand) with joyful abandon.

21:48 Jan 26 

as in drink because it is cool/show off - Basically looking for a certain air/image - to get the relaxed look (airs)

21:09 Jan 26 

a bit more context might help, please :)