The brand was present on the front page of one of the most important newspapers in the country, transmitting the campaign insight by using old news. The front page illustrated a hand cleaning a part of it with CIF and, under the news of the day the news of humanity reaching the moon could clearly be seen.

It was the first time a brand could intervene the front page of a national newspaper, thus causing an impact on readers and good visibility. The front page appeared on the news’ morning edition and the morning magazines of the three open TV channels, which reach a penetration of 80% of Uruguayan homes.