Local market events and on-air promotional spots bolstered la Crème’s sponsorship of ABC’s 'Sexiest Man in America' contest. la Crème was featured in all national television and local radio spots, developed by ABC to promote the contest. Advertorials promoting the contest details, announcing the local market events, and providing editorial on how reality was integrated into All My Children ran in publications such as US Weekly. Viewers were also driven to vote online at www.abc.com.

Over 250,000m impressions were delivered at no cost through television, print and local radio. This promotion also helped increase awareness and excitement of the brand during the launch.