We developed a towel with a very striking visual concept. It was formatted and colored as the shadow of a parasol, as based on our print campaign. At the bottom of it, the phrase “Enjoy the sun under the sun” and a picture of the sunscreen was printed. We placed a number of these towels on a high profile beach very early in the morning, so that when bathers arrived, they would find all these “free” towels available for their sun bath. A number of promoters also distributed towels directly to consumers during the day.

Sales in that market have increased 15% during the promotional campaign, above the average rise observed in markets where the promotion was not carried out.