This was a perfect opportunity for Energizer batteries due to its durability positioning and the fact that this was an endurance event. The presenter was given a polo shirt with Energizer batteries printed on the back suggesting that they were his energy source since he would need lots of it to endure a 32-hour uninterrupted TV transmission without sleep. He would have to wear the shirt all the time.

He wore the shirt until he broke the record, giving Energizer enormous exposure that no traditional campaign would have achieved. The event was broadcast on Puerto Rico’s news programmes, variety shows, US Latin networks, and was covered by newspapers and magazines earning thousands in free publicity.