In the sports section, very popular to our main target for this effort, the males, are the scores of last nights sports events. Dominican Republic is a baseball country so we focused on the major league baseball results.Right next to the score of the losing team we placed an ad pointing in the direction of the losing score and asking the very soon to be household claim "hurts? Take a Ponstan. For stronger pains"

There was no need to buy an ad the size of a page or even a big middle page , the little 3x3 yellow coloured ad in a black and white sports page was enough to get noticed.