The Ariel Pop-Up Menu is a unique media idea for restaurants. The first thing a restaurant customer does is open the menu. But this menu is different from others. When the Ariel Menu is opened, using intricate paper technology, a pop-up of a plate of spaghetti and meatballs, glass of red wine, balsamic oil and vinegar, dressed salad, eating utensils and bread pops-up unexpectedly at the restaurant customer. The message on the serviette reads ‘Ariel - Removes unexpected greasy stains.’

The Ariel Stain Pen Book generated trial judging by the amount of needed Ariel Stain Pen refills. The other measure of success came from the amount of online activity on bookcrossing.com where their reviews showed total success on investment. This execution is being considered for a broader international market.