Escalators providing access to the food courts at shopping malls were used as media. With a mock-up of a tube of toothpaste placed on one of the handrails giving the impression that the rubber, painted the colour of toothpaste, was emerging from the tube. The mock-up of the packaging, which was placed at the entrance to the down and the up escalators, plus the sides of the escalators bore stickers with the line of the campaign.

With an investment less than that for other options of high-impact outdoor media, the message was fully absorbed by an affluent, trend-setting public, thereby adding great value to the brand image.