The creative question: how to build relevance for a rather “unsexy” product?The creative solution: Camouflage it!

Simplicity was key: with the blister pads came a construction-kit to build a manoeuvre pack.

3 easy steps to get to it: cut out the pack from the flyer, fold it and put it over the pads.

Voila: no “shame”, in your backpack and decampment!Each quarter (Apr 2008 to Jan 2009) 35,000 sample boxes were distributed right when recruits joined their new “temporary home”.No additional measures were necessary to guarantee a 100% trial quote.

Minimum investments, 100% hit rate = maximum ROI:Where the “full product” was sold in barrack shops the sales increased by more than 15%, permanently.Broad satisfaction is demonstrated by 40% completed short questionnaires: including the will of recommendation and further usage.