The Lamisil Shoe Shrine.While they don't think much about their feet, young people have a deep reverence for the sneakers they put on them. So we went into the sneaker stores where they worship and capitalised on this obsession with a unique merchandising solution - Lamisil Shoe Shrines. Elaborate point-of-sale shrines which displayed an uber cool sneaker, and asked the question 'Are your feet worthy?' We integrated Lamisil seamlessly into the merchandising as a sacrificial offering to the shoe god.

The shrines are universally worshipped.The promotion is in its early days, but we can say already that it's a success. Consumers took all the in-store Lamisil samples, and more importantly, we have lots of free publicity on sneaker blogs. And because it featured in the coolest of stores, it got grass roots street cred early on, which is paramount in this target market.