The medium= the message i.e.

=> A key moment: people are most receptive for a message like 'brush your teeth' when their teeth need it most.=> The sweet in itself: Put a cavity in Dracalu teeth, very well known Belgian sweet, which is a surprising but simple way pass the message.

Local spontaneous brand awareness rose by 28% after one week.The event created huge sympathy as new people came to ask for a sample and for explanation about the brand. Another nice effect was the increase of total local traffic in the Weleda shops in the weeks after the event.