Building on the idea that 'Cono is different' we decided that its communicationand advertising should be different, that's why we reached the consumers onthe street and let them try Cono. We then asked them 'If you have the chanceto make an ad for Cono, what would you do?'Interestingly enough, people came out with many outstanding different ideasthat we decided to take to another level and execute them as TV ads. Makingthis the first TV campaign inspired and driven by the consumer.