PROBLEM:Costa Rica has been far from being a protagonist in soccer World Cups, and in Brazil 2014 it was about to play 3 world champions, starting against Uruguay, the team that got us out of the last World Cup. Nobody believed in the Costa Rican team, not even the Costa Ricans. The Uruguayans stared to underestimate the Costa Rican team, calling it Poor Coast (Costa Rica means Rich Coast). And while the brands, the media and the people were pending on this great event, there was a general feeling of anger and frustration. Gollo sponsored the team, as well as many other brands, so it needed a breakthrough idea to really shine over these buzz and these brands and really steal the show. STRATEGY:Gollo capitalized these social feeling and converted it in its strategy: motivate and give hope to all Costa Ricans through a promotion targeted to the Uruguayans. On the morning of the same day of the game, every Costa Rican received a regular newspaper retail page with an acid headline: "Today Uruguayans will pay a high price", referring to a feeling of revenge. And each product of that retail page included two prices, the Uruguayan's price (600% more expensive than the normal price) and the Costa Rican's price (20% lower than the normal price). Besides selling, Gollo had a second goal: to organize a big celebration if Costa Rica defeated Uruguay in the most symbolic place of Costa Rica's soccer celebrations. That day Costa Rica won against Uruguay 3-1, and Gollo became a protagonist of an unprecedented euphoria covered by local media and millions of people. As a result, Gollo sold more that day than the entire previous month; all the TV sets and laptops were sold in 8 hours; the retailer´s share of market grew by 4%, the brand increase its top of mind leadership by 10% and its share of mind grew from 85% to 90%.