A combination of sampling at a usage moment and toilet postering enabled education of the target, an experience of the product benefits, and direct advocacy to girlfriends. The stopping power of the toilet postering was extra powerful. They were placed in the washrooms of bars and restaurants, everywhere where our target group went out. Sampling teams were clearly branded with the campaign visuals, which created extra synergy with the posters.

Despite the fact that Lactacyd is already the clear market leader, with 73% market share, the campaign achieved even further, spectacular growth: a 12% volume increase, and an 8% value increase within the last twelve months alone. The posters scored the highest spontaneous awareness of all restroom ads in 2004, indicating it was placed in the right environment.