Instead of an ordinary mass-promotion, we targeted the biggest names in politics personally with a very exclusive promotion. A piece of art that boosted their egos and transported what CICERO is all about: an artist carved the heads of top politicians into the tips of CICERO pencils creating unique sculptures, showing in a stunning way that CICERO has “Politics directly from the source.” The masterpieces were sent to the politicians in exclusive boxes, so it reminded them constantly of CICERO, and not just them but politicians in general, through PR and word-of-mouth.

The promotion sharpened the image of CICERO within the political world by PR and word-of-mouth. Positive answers to interview requests rose from 35% to 65%.A general improvement in substance that even pushed the sales. All with an investment of just 320 € for each pencil.