Tease Me: small format modules with Naturella logo on magazine’s cover, contest “Count the chamomiles”, consecutive bottom page stripes or corners with words associated with Naturella Tell Me: Print ads: teaser page full of chamomiles and 1/1 standard layout. Give Me More: cycles of Naturella quarter page branded sections about natural health & beauty products in 5 big female magazines. Branded sections were prepared in co-operation with magazines and fitted to context.

After 3 months of the launch campaign Naturella achieved 84% brand awareness, 40% higher than planned. After 5 months an attributes survey showed strongly established Naturella association with chamomile and natural character of the product. Within 3 months of the launch, Naturella gained 7.5% of market share.