How do you promote the Philips Air Fryer, a device that fries food with air instead of oil? We created a new product: Air-Oil, the first ever frying oil made out of air. Essentially… An empty bottle. Launched on the market like a proper FMCG product, Air-Oil was distributed in supermarkets and placed on the shelves right next to regular cooking oils, turning the oil aisle of supermarkets into an advertising space for the Air Fryer.