The idea had an 'I want one of those' effect. People were curious to know what was all about with the Guinness coasters, then they found the idea nice and they wanted their own coasters. Actually some of them liked it so much, that they wanted to complete their 'collection'. The client reported an increase in sales in different locations between 16 and 20% for that night and - as a side effect - everybody took home their scary - shadows coasters.