The hi-tech and inventive outdoor formats were all based on transformation, and so were ideal to illustrate the change in flavour. Consecutive street banners each had different messages. New bus stop poster technology had a top layer of stickers with a mint image which could be removed by the public to reveal a watermelon image. On the Metro, mint and watermelon posters were on adjacent doors fusing as they closed. Sampling and ambient solutions were employed at a nightclub event targeting the urbanites.

The client sold their predicted annual volume in their first month alone!Brand Awareness increased by 125%As the posters had all their stickers removed within three days the public engaged (literally) with the ad. Indeed these stickers were seen on commuter’s bags proving that the campaign resonated.