Large, bold visuals of sneezing cold sufferers expressed a simple message via simple, relevant contact points. Creative visualised the idea of defending against a cold, and later extended into a synergistic TV spot. Placing posters only at high-risk infection locations - like airports, railway stations and trains - enhanced message effectiveness. Executions also included public transportation vehicles - with coughing and sneezing crowds - and citylight posters next to train tracks and waiting shelters.

The launch was a tremendous success, generating sales and a 19% advertising awareness by month three. Purchase intent reached 8% and trial rate climbed to 5% by month two. In rapid time, 229,000 sell-in units were shipped based on word-of-mouth buzz alone, before TV hit the target.