Media's contributions in the development of a global communication strategy are: • identifying of most suitable medium – outdoor advertising; • selecting transit media as the element best able to visually reiterate the product’s main attribute; • establishing a smooth time frame;• ensuring the desired reach levels among target publics;• augmenting return through spontaneous media; • making the most of a small budget, and; • strengthening merchandising and POS action due to the high exposure enjoyed by the product's packaging and its unique features vis-a-vis the competition.