The 1.75m tall cat performed in different outdoor areas of Vienna: he roller skated along the Danube boardwalk, chasing a radio controlled mouse, became friends with a human-sized chicken, interviewed people about cat rights and did business with his secretary on his mobile phone. But the highlight was his appearance in the Vienna City Marathon, where he managed to get free live TV coverage, giving an extraordinary impact to the idea.

This image-building effort of using the brand's mascot as an icon, implemented in a broad media campaign with his appearance in the Vienna City Marathon as the highlight, raised the brand's market share more than 2 points.