We changed our traditional media selection, by penetration to affinity, because we needed a familiar and comfortable media to ‘talk’ about our product.The newspapers; our key media – first, it’s the most affinity media, second it’s the most consumed amongst the older generation and has longer exposure time.Now the question was: how can we be innovative in a traditional media? Well, we really were! We created the ‘Plenitud official crossword’ which joins two common and daily themes of our target’s life to make the incontinence conversation more ‘common’. We used the most common hobby in older adults and the most read newspaper. More than talking about our launch, we wanted to make our target write about our products and novelties in a discreet manner and all the benefits of the brand were exposed.

Amazing Sampling Activity: 3 out of 10 people who saw the advertising, requested product sampling.

We created the largest database of the target by 580%Overloading the call centre of the brand.We increased by 72% sales of the product.