Our communication was all about reading with Galaxy: We created more opportunities for reading, and so more occasions for women to indulge in Galaxy.We initiated a book of short stories - “Short & Sweet” - that was cover-mounted onto magazines and bagged with a bar of Galaxy. We launched a short story competition, with advice from female authors. We sampled Galaxy in bookstores and organized author signings.

Galaxy sales were up 9% over the same period the previous year. And research after campaign launch showed that 42% of women agreed ‘Galaxy and reading make good partners.’