The mechanism will combine the look and feel of the campaign with the station's stock market news. The product will be highlighted without emphasising its commercial nature and will benefit from the following: the image transfer of the serious programme environment, the long-term association with the product in the areas of “information”, “news”, and “business” and from the link created by the content between the concept of “success” and the product.

The high level of perception of the product boosted sales. The strategy enabled the product to clearly distinguish itself from competing products. Right from its entry to market, the product rose to third place in competitive environment. Davidoff is clearly positioning itself as a premium product in spite of a low budget.