To show the “braise effect”, the agency created a teaser campaign, that consisted of four different songs (country, rock, carioca funk and samba) showing consumption situations that could lead to the “pufferfish effect”, situations in which the consumers became “pufferfish men”. They’re placed among other songs in musical programs in several radio stations in São Paulo and Brasília. For 15 days the consumers only listened to the music, but couldn’t realize by themselves that this was an advertising campaign. In this period we haven’t aired any other media relative to the campaign. After 15 days playing each song at least twice a day the jingle campaign began, along with other media: TV spot, POP Media, Magazines and online. At this point the songs were transformed into jingles that showed clearly that it was a campaign, but at one point it revealed the brand and the product features.

After the TV spot, the radio campaign was the second media in investment rate for this campaign. The product features, along with the problem that those features solved, were clearly communicated in a fun and innovative way. Some radio stations reported that listeners called to ask who was singing the songs, fact that shows not only the adequacy of the advertising action, but the quality of the musical productions, that could easily be mistaken as a regular song in the station’s programming. One of the bands is currently playing the “funk carioca” song in their shows, as a part of their regular repertory.