Repercussions:The week the ad was released, its fans had already posted it in You Tube and it received thousands of visits.This kind of communication placed the brand in the minds of consumers in a way that traditional advertising could never have done. People are interested in watching the moves, the ridiculous comments and the production techniques of communication. Communication, instead of being intrusive, becomes the content of people's conversations.

Outcomes:The ad turned into the driving force of a series of promotional actions which were carried out with the ETs' memorabilia, giving the message of the brand that it not only helps recover the salts and energy but also the sports' spirit.