It was clear that there was no simpler, more graphic and easily understand, and indeed, entertaining demonstration of face-contorting pain than the WWE wrestling. MediaCompete negotiated a 26 week sponsorship of International Smackdown (Wednesdays prime time) and of International Raw (Fridays-day time). Besides much needed continuity, the promotional sposts, billboards, stings and commercial provided high frequency. The simple association with a compelling demonstration of pain was made. Billboards and stings were specifically created humorously alluding to the programming environment and enforcing the contention that 'Anadin was stronger than pain.'

In the words of the client, "media clearly aided in stabilising the brand, and generating more growth on a mature brand." For the duration of the sponsorship, the ratings increased by 20%, delivering additional value to the client.