The sheer clutter of promotions to 15 to 21-year-olds has made them cynical, wary and resistant.To reach the target, college students, without distancing them, we found one of their seemingly uninspiring but almost daily activities: photocopying assignments and notes.Wall’s provided reams of free paper to photocopy shops around college campuses. They paid 10 cents to shopkeepers (double the usual price) for each free-of-charge photocopy students chose to make.The promotion was printed in greyscale at the bottom of one side of the paper for minimal interference.

With this idea, we have effectively used a new, clutter-free medium to surprise our consumers, capture their attention, and stimulate sales for Wall's.The total cost of the promotion came to the equivalent of USD$26,000; just 10% of last year’s promotion budget.Within two weeks, 15,256 students, 53.6% more than last year, had participated in the promotion.