“Mare Rosso Always Cold” was an action that motivated all parties until the product was put in the bar’s fridge.Motivation to the salesmen: a programme of sales incentives that awarded the best each week.To the bar owners: they acquire the product for the gifts and decoration material they receive at the time of purchase.To the waiters: a “Thermal Commando” formed by hostesses who visited them and gave them gifts if they had the product in their fridge. The hostesses had a thermal tape sticker that reacted with the cold of the bottle and showed the gift.

Visits by the salesmen - Madrid: 95%; Barcelona: 75%; Valencia: 85%In the three cities, 97% of those contracted stocked the new MARE ROSSO. The remaining 3% did so when they received a visit from the “Thermal Commando”.