To convey our message strategically, we created different elements that supported the idea of sharks chasing down our tuna. Shark warning signs were placed at the entrance and inside the mall and in the supermarket. Shark cages were also implemented to keep Aloha Tuna safe from the circling predators. On shelf, the tins were stacked inside a cage, plus we had "shark proofed" trolleys. A diver in a full sized shark cage was distributing Aloha Tuna to consumers, who were then followed by a shark, reinforcing the idea that it was only our tuna that the sharks wanted.

As it is so early in the launch, no official sales figures have yet been produced. However we are expecting strong results as all free samples, thousands of Aloha Tuna tins were distributed on the day, successfully achieving our goal to create awareness. The activation campaign created great enthusiasm in consumers around the mall and supermarket, and many new product trials resulted.