The Kleenex box has an aperture reminiscent of the female anatomy. Post-its were produced for the Erotic Book Shop with the call to action 'Get in now!' and an announcement for the new range attached to the box. Anyone wishing to take one of the Post-its had to stick his/her hand into a symbolic vagina. This turned one aspect of erotic literature into something tactile, which the target group could experience for itself.

Feedback to the Kleenex box exceeded all expectations. The unusually audacious and surprising approach combined with placement at trendy, urban locations generated a snowball effect. Thanks to word-of-mouth publicity, the Kleenex box idea spread rapidly, which is why it and the offer were soon the subject of much amused discussion.