Ace Naturals contracted Luis to perform a hit song to use in all brand communications. Luis became the face and voice of Ace in TV and radio spots promoting a contest that would make the everyday fantasies of lucky Ace users come true, with a televised visit from the singer himself. Each of these visits was integrated into popular primetime TV quiz shows. Homemakers who didn’t receive a visit from the singer received a warm, personalized letter in a free branded magazine asking women to listen to select radio shows and try for a chance to have other celebrities call them directly at their house.

Ace Naturals became the most successful launch ever in the detergent category. Its market share exceeded 55% of the objective by its second month on shelves. Awareness of the campaign reached 75% of the target during the first month and advertising awareness reached 28 points, surpassing the market leader.