Authenticating the Pharaoh’s Curse as part of real news. We focused the print campaign on a popular Finnish young people’s magazine called MIX. We positioned among the magazine’s gossip columns an “advertisement”, which commented directly upon mishaps which had happened to celebrities: Could it be the Pharaoh's Curse?

During the campaign 200,000 Finns (total population of Finland 5 million) visited the Internet site to solve the Pharaoh’s Curse. Following the campaign, the Pharaoh Mix had risen from nowhere to become Finland’s biggest-selling bag of sweets (market share 3.5%) with Leaf’s market share growing from 18% to 21%.