When the TV signal is off the air, an announcement appears indicating there's no service.

We took advantage of that and created Bounty's unique announcement that appeared at the bottom of the screen.

We were on the air when nobody was.

On average consumers spent at least 3 minutes waiting for the signal to come back.

Which represents a spot 500% longer than the regular 30 seconds.

Bounty achieved a slight growth of 2% over the last period sustaining its category leadership which is remarkable in a struggling economy like Puerto Rico's where plenty of buyers are moving to value brands.

We created a new media.

And Bounty showed once again that it is stronger than pouring rain.