Retail was motivated to be a Nestlé partner, because he could increase local sales opportunities and have different offers to consumers. Besides that, Nestlé could increase distribution and impact consumers according to the needs, minimising any competition action. Consumers were influenced by this communication and most of the time prioritising Nestlé brands in the purchase list.

The radio was used with a differentiated approach, reaching an average of 3.0 million potential consumers per month in the purchase act.The relationship between retail and Nestlé became extremely better, reflecting directly on sales return and brands recall.