GB sponsored the Gay Pride Festival, revamping an ice cream van for the parade, sampling Magnum,sponsoring ‘Miss Vanity’, advertising in QX. Lust drove GB to sponsor Temptation Island. Sin Challenge appeared on the Internet, including the opportunity to make a personalised sin film. Sampling included the tax office on declaration day (greed), Café 69 most sexy women (Lust) and the premier party of Legally Blond II (vanity). POS ‘Sinful’ T-Shirts ( two magnum sticks + five euros = T-Shirt).

Magnum launch Q1/Q2 Turnover increased by 35%. 2003 Magnum sales increased 14%, GB by 2% (AC Nielson). Awareness within gay communities (pre & post Gay Pride) increased by the following indices, Prefer GB Brands 107, GB is modern/Innovative 146, GB communicates with Gay groups better than others 158. 30,000 T-Shirts sold (self financing mechanism)