Ámame Suavemente reapplied key success elements of Colombian soap-operas: an unconventional place where all characters and drama evolve (a hotel with all types of employees, tons of laundry with demanding standards and endless situations which allow for product presence in a natural way), a charismatic leading character, comedy and a popular song with lyrics adapted to the story. Production was handled by the network to achieve the true look and feel of soap-operas.

This initiative presented significantly higher awareness level (68%) compared to other initiatives in Colombia. "Amame Suavemente" achieved an effective viewership level of 81.5%. The soap opera presented a very strong link with the brand (Brand Recall 84%).

It won the P&G Latin-America Innovation Award 2005 (Best Low Income Centric Innovation).