The idea was not to go where such promotions usually take place, like for instance in supermarkets or in drug stores/cosmetics markets. Instead, we asked ourselves where the target group is spending their time.Therefore, we moved the advertising activities into shopping malls, lounges and cafés. There, we placed 'larger-than-life' hats and caps that were embroidered with “Taft Volume Power” as the sender.

This 'never seen before' action resulted in increasing sales figures (8%) and substantially more visitors on the homepage (12%).