We've placed stickers that portrayed a man with extreme sunburn in the front of many sandwich carts, making it look as if the cook was cooking the hamburgers on the man's extremely sunburned back. The beach goers came to these carts at lunch time to get something to eat. Afterwards they went sunbathing and they noticed that they had a quick solution for the pain of sunburn.

All the beach goers realised that they have a fast solution to the pain caused by prolonged sun exposure. The product has taken a strong position in the mind of the consumers; Caladryl was used by almost everyone on the beaches that we put our message on.