As a resource we created the “National Syndicate of Unemployed Spermatozoids” that staged strikes protesting against the efectiveness of DUO condoms for not allowing them to fulfill their primary duty: procreate. The marches took place in the major cities and in front of the main government institutions such as the Government Palace, Social Security Ministry, Congress and also public squares and high areas of concentration of the target market such as universities and nightspots.

We managed to overcome the time restrictions on TV imposed by advertising regulations for this category.The news coverage yielded a 3 to 1 return in investment and the client decided to replicate the activity in other markets where the brands are present (Venezuela and Ecuador).Increased 15.2% sales in supermarkets in a period of 2 months.At the same period, market share incremented around 2% (from 44% to 46%)*.*AC Nielsen.