We implemented a seamless fusion of key TV celebrity, programme and Sagres. We delivered 13 executions which were direct parodies of the original TV execution but, most importantly, it placed the much-loved celebrity at the heart of the execution. Running these executions around the primary celebrity programmes in the countdown to the New Year, built upon the equity of the summer campaign and credited the brand with a level of celebrity, channel and programme endorsement which was unchallenged by our closest competitor.

Sagres successfully took 'ownership' of the TV channels, previously dominated by their key competitor, and enjoyed an increase in spontaneous brand awareness during the campaign from 26% to 44%. With half the investment Sagres overtook the closest competitor by 16%.