We designed a flipbook with a slight twist. Special technology was used to add an onion-flavored scent to the flipbook. Once people flipped through it, it would appear as if the sexy woman in the book has a strong onion breath when she spoke. To induce trial, at the back of the flipbook is a coupon where people can redeem a free sample bottle of Listerine at nearby locations.

Redemption rates shot through the roof at 66%. We created a refreshing way for people to stay fresh.