Adding 6 of the top Mexican soccer players presented in a fun, different way plus Mexican band KINKY adapted their hit song for HAZ SANDWICH plus an outstanding media placement escalation strategy plus as many versions as media channels and points of contact with consumer and BTL support at the exact time and place.National and local (more than 20 major cities) Broadcast TV, most important Cable networks, local radio and newspapers, a full spectrum of OOH, magazines, Cinemas, Shopping malls, Guerrilla and BTL (flash mobs) and a great variety of digital activities.Strategic launch 2 months ahead (April 18th and WC2010 started June 11th) we started by only one media channel and each medium was added at its precise moment creating the biggest clutter before June 11th and by that date we started a maintenance period with a different strategy just exactly when major brands were starting their launches.

By the 3rd week after launch, people started using the theme song and phrase HAZ SANDWICH as a popular way to speak. People engaged rapidly and tremendously and sports media started pushing the phrase in a very natural way and a huge amount of free press was generated. By the first month sales started going crazy to the top as never before. A total of 7% increase in sales made a historic hit for the client and HAZ SANDWICH was reported by Millward Brown and prestigious business Magazine EXPANSION as THE CAMPAIGN of the World Cup above beer and cola.