Multimedia teaser campaign: short lengths on TV (in high affinity, music environments), intrusive print formats (flexography, i.e. logo attached on cellophane cover of book, and logo shattered across the editorial page), postcards in bars/clubs.Reveal campaign: national with local media heavy-up in concert cities. Partnership with MTV and Radio Deejay.Post Attack campaign: local Outdoor following the 'attacks' in each town hijacking poster sites with a spray-painted logo on regular posters.

- +10% volume in Jan/Jun ’03 vs PY;- +13% starting from the beginning of campaign in March; All Image Ratings/Attributes (ATP Millward Brown) increased vs PY (Brand awareness unaided, ADV awareness unaided, frequency of consumption, purchase intent, high word-of-mouth).