By featuring a strong call to action on web and packaging, we invited our customers to visit our website and share their passions with the world. On the site, similar messaging used photos of real people (submitted by our own staff) to show how it worked. To keep our customers engaged the site featured a different story and picture daily and allowed customers to interact as they wished.

With zero dollars spent on traditional media, the cost was tiny for a global program. Using the two most efficient vehicles—Internet and packaging—we still reached over 50 million people a day, around the world, for eight weeks.