The products them selves are the most important executions provoking people and journalists to discussion. The launch was an exhibition in the respected Designmuseum where the designs were accompanied by Syöpä photographs and poems, all built inside a unique cardboard space created to symbolise the newly born trademark. The exhibtion material was later used in product tags, fashion shows, advertising and on a web site to sell the products.

Media attention value in the first five weeks was 10,2 million euros including a prime time talk shows dedicated to the subject. The amount would have made Syöpä the second biggest advertiser in Finland last year leaving Volvo as third biggest. And happily - the first products were soon sold out.