They were packed in plastic bags and placed in different points of purchase where kitchen and car supplies were sold and consumers could take them for free. We also inserted them in newspapers. The package read: “Clean With This Offer”. An important factor was the element of surprise, what at a glance looked like a promotional gift, once opened served as the ideal medium to advertise the discounts on all cleaning products. Different versions were made with twelve attractive offers for a total of 150 thousand pieces where the medium became the promise of the fair.

Sales were such a success that they decided to extend the fair for fifteen more days and the initiative was felt in its fair share of free press on newspapers with headlines that read: “A promotion that cleans after itself”. Sales volume surpassed last year’s with a 35% increase. By the end of 2008 La Sirena closed with a SOV of 76% and a rise of 42.5% in buying preference.