We chose Caras the most important entertainment/gossip magazine which weekly has a 350 thousand circulation/week and has more than 4 million readers/week and we created a never seen before intervention. In the Caras editorial we replaced the age of every celebrity for Olay Micro sculpting Cream. Were the reader normally would find the age of the celebrity instead he found the product, in brackets hidden the age. An innovative and creative way of using celebrities like Nicole Kidman, Helen Mirren, Sophia Loren, Jessica Simpson and even Sir John Malkovich to sell the product. The action was aired during 9 weeks.Besides that action, a big launch campaign happened. It involved digital activation, Open TV, Magazine and merchandising.

The action achieved more than 3 million impacts in Olay’s target, as well as a huge volume of spontaneous media and buzz.In a few weeks the new brand gained awareness and a share of the market.