The campaign was first launched on radio. The 3-minute theme song was aired – no mention of brand – for three days in a row by major radio stations with national coverage in the music style they preferred. The radio announcer would only mention the song version to be played next, stressing the name of the singer. With such a high frequency of performance, the song became a hit, preparing the way for TV versions.

Albany is now seen by consumers as a brand that features a wide line of beauty and personal care products. It now has a space of its own in the market.