How do you get the media’s attention for an adapted telenovela that’s full of dirt? Send them cleaning supplies! The press kit was impossible to ignore— a fire-engine red mop bucket filled with cleaning gloves, a feather duster and sponge, along with a DVD and custom-made press booklet. The message that went with it: whomever holds the dirt, holds the power. Lifetime mailed out 700 of the kits. The clean sweep paid off with the program becoming Lifetime’s fastest-growing drama ever.