How can an embarrassing issue become a playful activity?Two promoters disguised as Mr Relief, the character that represents the brand, pretended they were feeling uncomfortable. Their shirts were filled with air balloons, representing the gases that causes flatulence and belching. Another two promoters invited consumers to help Mr Relief to get rid of gases. Aided by a giant pack of the product with a small nail in the edge, they popped the balloons. Promoters explained to consumers how LUFTAL works breaking down gas molecules and, in the end, an exclusive gift was given to consumers.

A week after the end of the promo a telesurvey was conducted. 99% declared it was clear for them how the product worked after their participation. 23% bought LUFTAL after their participation.In only 4 weeks the on ground promo reached over 40.000 people and delivered about 33.000 gifts.It caused word of mouth and in many places people waited in lines to participate.