We wrote a song, then we searched for a popular and famous reggaeton group to make the music. That song had a non standard ending. The lyrics talked about the importance of keeping on going and not stopping... in other words it was about the long action effect.*At first we used only radio as main channel, then when the song became famous it was played for free in bars and discos as a part of the radio stations’ programming.

The song became a musical hit, the target identified with it and the brand grew 13.2% in SOM.It was the right communication in the right channel for the target, it achieved the business goals not only in sales, but in brand positioning. It used to sell less than 1%, and it became a popular and cool brand.*It grew more than 10% in less than two months.