All 180,000 family names in the country replaced the well known STRAUSS name on the logo, giving all citizens in the country a personalized logo. It began with 6,000 STRAUSS employees who were surprised to see their personalized logo all over the factories and offices. The following day a national billboard campaign aired featuring the 500 most common family names in the country. TV spots showed many more and an online activity completed the campaign with all the country family names, randomly changing 24/7.

The campaign has only just begun (March 2011) and the numbers already speak for themselves: 5,700 ideas uploaded to the site. Average time spent on site: 5 min.