Our marketing objective was keep building Bounty loyalty by reinforcing brand's superiority on the main category drivers of absorbency and strength vs key competitors. But it was counterproductive that the most important media (TV) to reach our target isn't as strong as our product. In Puerto Rico, a little rain can interrupt satellite antenna transmissions because the signal is very weak and it's worst during hurricane season which coincided with our media plan. If we take into consideration that the majority of Puerto Rican households have satellite antenna, we needed to solve a big problem.

We were on the air when nobody was.

On average consumers spent at least 3 minutes waiting for the signal to come back.

Which represents a spot 500% longer than the regular 30 seconds.

Bounty achieved a slight growth of 2% over the last period sustaining its category leadership which is remarkable in a struggling economy like Puerto Rico's where plenty of buyers are moving to value brands.

We created a new media.

And Bounty showed once again that it is stronger than pouring rain.

When the TV signal is off the air, an announcement appears indicating there's no service.

We took advantage of that and created Bounty's unique announcement that appeared at the bottom of the screen.

Our target: women and men who prefer quality paper towel brands for a wide array of tasks. They have younger kids and are the providers of a comfortable and nurturing experience at home.

Media Planning searched local channels with the programming tailored to women/men and cable networks with popular series and sports appealing to the target but we didn't have a plan B in case the satellite signal went off the air. So we needed to came up with a solution.