Although we do not have data on purchase volume by brand, we can infer patterns based on advertising effectiveness, as outlined in the documents. Store activation emerged as a key driver of the market share gains Festo achieved at the expense of Lion and Olio. By combining strong store activation with ATL efforts, Festo successfully accelerated brand growth, delivering a notably greater impact than in the first quarter. Additionally, messaging that emphasized togetherness tended to increase consideration. This approach was adopted by Olio and Festo but was absent from Lion’s advertising, which may explain the difference in performance.