We had to create a new programming segment on TV to transmit this message in a direct and practical manner, but also playful and enjoyable. The concept: glue a commercial break with Super Bonder. As soon as the TV programme went to commercials, the Super Bonder advertisement appeared with the message that 'Super Bonder glues everything: glass, wood and it can even glue your programme'. After this, the break finished and the programme returned, with none of the other advertisements normally programmed for a traditional commercial break being shown. Therefore, what would be a traditional commercial break with 30” advertisements became one quick advertisement on the power of Super Bonder. For the first time in TV's history, we had a commercial break with just one 30” advertisement.For this campaign we just used TV as media, exactly because you wouldn't expect something like this to happen.

The communication further reinforced the concept of the brand by preparing the public for future communication actions in a later campaign.In just one week and with only 6 inserts, we reached more than 27 million people all over Brazil. This campaign is a warm-up for future media campaigns for the brand (product placement on Big Brother Brazil 10) and the new advertising campaign, forecast to go on-air in April 2010.The results, even before the beginning of the campaign, are already extremely favourable. The partial sales goals are being reached and brand recognition is still very strong among the target public.