Cracking dry feet is one of the most commonly misunderstood athlete’s foot symptoms. To help clear up this issue both in the consumers minds and feet, we created ambient foot stickers —a provocative way to look at the issue of athlete’s foot. We wanted to stop consumers literally in their tracks so we placed the stickers over the cracks in city sidewalks to catch their attention in an unexpected way. Lamisil now has more top of foot awareness and has gained a stronger foothold in the Athlete’s Foot category as the best cure around.