The campaign has been launched first to the beauty journalists in a very old Garden centre in Milan and the five herbs real plants were given to them. Gardening and country travelling were the two main activation points, in TV (focus on programmes and channels), print (section of main magazines and gardening and travel mags), and Internet.A consumer promo was launched with picnic sets and spice cans as main prizes.

AZ moved to second place in the toothpaste market. Results were outstanding on Complete (Value Share +1.3 pts); AZ Herbal did not cannibalise other skus, building incremental business, as result of clear differentiation.Total Adv awareness was 6 pts and Spontaneous Brand Awareness 7 pts higher vs. py.