A map detailing "hard to reach places" in South Africa links strongly to the brand's communication platform as the brand that reached the hard to reach places. The map has value to the motorist and reaches them at the time when they are in the most receptive frame of mind to try the Pocketpaks (after a long drive). The petrol card and motoring travel mag subscription linked in perfectly with the campaign.

Approximately 200,000 people sampled Pocketpaks.Pfizer built a database through competition entries.The brand over-achieved on very strong sales targets set for December for both Listerine Mouthwash and Pocketpak by almost 15%This was done with a very minimal budget, and little additional activity besides that listed above.