Our promotion was based on a specific observation: Nearly all car park visitors put their car park tickets in their mouths.

To stage set the problem of rough, dry lips, we produced car park tickets with a rough sandpaper surface. When car park visitors put their tickets in their mouths, they experienced the feeling of rough, dry lips. This prompted them to look at the ticket and discover our product message. 'Rough lips? Blistex lip balm can help.'

Car park visitors were surprised by experiencing the problem of rough, dry lips on their own bodies. Sales of Blistex lip balm in Düsseldorf rose by 9% during the promotion.