To achieve the objective above, the agency decided to launch a series of direct marketing events. One of these was to dress the sleeves of sauce cups like Maxim covers. Two different designs were made: One for flower honey with an attractive blonde lady, another for chili sauce with a sexy brunette who had previously appeared on covers. The headlines respectively read Sweet as honey and Hot as chili. The free sauces were distributed to cafes and restaurants to be served with burger meals and breakfast plates.