The electoral loss of the Sandinistas in 1990 marked the beginning of a transformation agenda in Nicaragua aimed at dismantling the revolutionary legacy. During the presidency of Enrique Bolaños (2002–2007), efforts to attract transnational capital to tax-exempt free-trade zones intensified. Advertising campaigns directed toward presumptive investors, workers, and the general public attempted to brand Nicaragua as an ideal destination for transnational capital, frame neoliberal restructurings in terms of a “common good,” and depict free-trade zones as a vehicle for female emancipation. Analysis of some of the products of these campaigns highlights efforts to legitimate new forms of the state and citizenship and suggests that the narrative of progress is troubled by intersecting power relations of gender and class that open the way for divergent interpretations of the global division of labor.