Advertising in Costa Rica has been implemented in traditional media, where new media have come to play and have changed paradigms, trying to make innovative content to please new audiences.

But despite this, the content that continues to call the attention of the majority of the audience is sex, women, and violence.

There are more regulations in radio and television than in print media so "La Extra" continues using this resource to attract attention and to sell more copies, through their controversial articles.

At the news room journalists wrote sensationalist articles, but this time they were positive.

First thing in the morning, the newspapers were distributed, 24 pages of the best-selling sensationalist newspaper gave smiles back to an entire country.

The good news became news not only in the newspaper but in different media channels. TV channels reported the positive news from the newspaper and we amplified the idea through the hashtag #HAPPY NEWS and #COCACOLA in social networks.

The reaction of the audience was great, was something that they thought they will never see posted in "La Extra". It created such an impact that different media decided to recognized the effort despite they were the competition.

Many people shared their happy thoughts through the social networks, because of the change that Coca-Cola created in such a big newspaper in Costa Rica.

Coca-Cola connected with all the people who received and purchase the newspaper on the International Day of Happiness, by making, on such a special day for Costa Ricans, a very important and innovative idea through a sensationalist newspaper.