In a very didactic way, we needed to show what was obvious: Precision cuts. What we did was to use the spaces between the classifieds section which is one of the most read in Colombian newspapers and without interrupting the lecture, people could see food cut into very small slices showing the accurate cut of our knives in a way a print ad had never appeared before. We bought just a small ad to show our knives and brand, but our budget in media felt stronger because it felt like we owned the whole double page.

CRITERION have become Colombia's only known brand of knifes. The first lot completely sold. The line of products expanded to glasses and other kitchen products. Ads were so easy to produce that we made several references, and even did an outdoor campaign. It was a success based 100% on its communication.