What better place to create awareness for flatulence than whirlpools and bubbling swimming pools? The combination of location and humour not only brought instant recognition of the problem, but it made flatulence an on-the-spot debatable topic. People found the communication funny and it gave them an opening to begin a conversation

Despite the minimal budget (many locations participated without charge as a test for this new form of advertising), sales increased by almost 8%, according to reports from the client. Amazing as this was the only advertising run at that time (brand is normally never advertised).