We chose three bars with the desired profiles and created a message which used the bars’ napkin as a media.In Brazil, it’s very common for people to use a strip of paper off a napkin to roll a cigarette. We therefore used this part of the napkin to print a message about the toxic qualities of regular rolling papers and to suggest buying papers made by Smoking.

We went passed the break-even-point (ROI = 254.95%) and achieved a high level of visibility for the brand. The results and response to the action were decisive in the creation of a new sales channel: bars and nightclubs. The costs involved in the action were very low, since the bars already had the napkin holders and the single-color printing on the napkins themselves cost very little.