Set in a coffee shop, the El Cafecito hostess talks with women live and allows them to open up and express their desires. By finding a secret phrase hidden in El Cafecito, women could win an appearance on the show or a free Camay Beauty Kit. Live TV tags, product placement segments, and magazines extended the campaign.

Brand awareness increased by 7%. Brand usage increased by over 6%. And high response rates three times the average response levels confirmed the concept’s appeal to our consumers.