We decided to create a calendar with the objective of constantly reminding consumers of the benefits of using Olay Anti-Ageing Cream throughout the year. By producing the calendar in a reverse flip format it not only brings across our message but remains fully functional as a calendar when used from back to front. The calendar was sent to Olay's existing database of customers during Dec '04.

The response to the calendar was tremendous. Both awareness and sales of Olay Anti-Ageing Cream increased dramatically over the period. Sales of Olay’s Anti-Ageing Cream in department stores and pharmacies rose by an average of 17%.