We were able to demonstrate the Ricola Mini message (with a magnifying glass) especially well at bus stops, because a real magnifying glass dramatically magnified the product on the pane of glass at the other end.

This promotion, which complemented the above-the-line poster campaign where a person uses a magnifying glass on a sweet in their mouth, could only have worked so well with this medium.

This unusual promotion generated lots of interest in the new product from potential buyers and led to a high number of impulse buys.