The advertising campaign was essential to stop the decline of the product and change the trend before it was too late ... If we had not got it then, it would have been much more difficult later.The determination of the media agency in the production of special actions in television convinced the Client to change the investment in other media to support this action. Although the collaboration of opinion leaders is not something new, it certainly was in the way it was executed. The involvement of the commercial departments of the television channels was essential to get it.