While flipping through the pages of a magazine, the target audiencesees and feels, an extremely light and soft paper among the usual gsmpapers. At the corner of this thin sheet is the Pinar Labneh lightpack shot, conveying to the reader the lightness of the product formaximum impact. Thus we married the creative message with the medium.

The operation created a huge buzz in the market and caught theattention of all Labneh lovers. The overall impact in numbers is yetto be deciphered, however the increase in sales of Pinar Labneh Light,up by 30%, can be interpreted as a success of the campaign.