The creative team worked with the media team when speaking to both the Daily Mirror and Mawbima – two of the leading English and Sinhala newspapers in Sri Lanka respectively. The work ran in both languages in order to maximise effectiveness amongst the target audience. The space in the newspaper had never been used before, therefore special arrangements had to be made between the agency and newspapers to buy the space and then print on it accordingly. No other channels were used; instead, the innovation ran over a period of 4 weeks in order to emphasize the purpose of SWISSTEK Grout in the simplest and most relevant way possible.

The work generated an overwhelming response from beyond the target audience. Consumers from different backgrounds praised the media innovation stating that the idea was “simple and effective”, achieving the goal of universal understanding. Many consumers, who had engaged with the brand for the first time, including some who did not even know what grout was, held the ad in high regard for its ability to communicate the purpose and benefits of the product without an overload of technical jargon.