In Germany, "Ohropax" is synonymous with ear plugs. In order to make the brand name well known among younger target groups, a new medium was developed: on websites with audio elements, instead of the generic “sound off” button, the “Ohropax sound off” was created and the product claim of an old brand name could be experienced digitally.Within a few hours after its release, there were commentaries on the most important German portals, blogs and newsletters. Other brand names requested to have the button integrated into their websites and Ohropax achieved its goal of establishing contact with younger target groups.