For the first time, a fruit was used as a media form in Brazil. Stickers were placed in the groceries department at a supermarket, on the displays of some fruit that causes some uncomfortable gum sensation after eating, the mango. To remind them about this inconvenience caused by its fibres, the consumers were impacted by the unusual approach. A wobble was attached to the fruit, with the copywriting: 'Having mango? Remember your Johnson & Johnson’s Dental floss'.

Word of mouth took consumers to the groceries department and, consequently, they visited the oral hygiene sector. Johnson & Johnson’s Dental floss sales increased more than 36%.