A joint action between media and creative was needed. We reached out to SBT Network, the country’s second largest network, and with a more popular viewer profile and we coordinated a series of sponsorships for the São João event, which involved transmissions from local television, merchandising actions and involvement with local TV hosts – preserving the regional idioms and total connections with consumers in each market, thus differentiating our product in the powdered soap category.

The perfect understanding of consumer behaviour patterns, in association with media actions that conveyed the message using local idioms and along with trade actions brought exceptional success for the product. In a period of 30 days, the product gained six percentage points and doubled its market share, jumping from fourth to second place in the region and a achieved additional US$7 million in sales.