In several fashion shops in Germany extremely short belts for women were displayed. The product’s main benefit was communicated in a direct and surprising way: fat free milk-drinks for body-conscious women. The "MILRAM Belt" was a giveaway. A small flyer described the product.

In the competitive market of low or fat free drinks the Milram Vitality milk drink was the most successful product launch of Milram in the last year. Apart from many other marketing measures the Guerilla activity also contributed to a market share of 1.7% in the first year (which is a success in this market).