A human face was printed onto the 200,000 real eggs in an elaborate printing process. The following message could be read on the reverse: "Your head is fragile. Wear a bicycle helmet."

4. Success of the promotion:The surprising analogy caused the cyclists to stop and think. Teachers even incorporated the eggs in their lessons. The quota of people wearing bicycle helmets in Switzerland reached a record in 2007: from 30 % to 39 %. An increase of + 9 %. (source: Swiss Council for Accident Prevention.) The increase in previous years was + 1% to 1.5%.Numerous media also reported on the campaign and multiplied the advertising effect.