The most important factor in accurately conveying, and creating interest in, the concept to a broad demographic during in-store promotion was for the campaign to be eye-catching and easily understood. We therefore created a rock to be an alien presence in stores filled with artificial products.

We succeeded in creating a path through the store with the faithful reproduction of a rock. This rock drew the interest of large numbers of customers, who would first stop in front of the rock tower. Their interest then automatically shifted to the product on display. The display was introduced at approximately 100 stores (mass retailers and event venues)