Newspapers were chosen to give high visibility in the market, without spillover. We convinced the leading newspaper in the market to convert their front page into a “Beauty feature” special with articles on various aspects of enhancing beauty. All headlines were pink. The text was wrapped around the actual ad, which was in the shape of a pink rose, with the product placed on top. The actual news front page was pushed to page 3.

We paid only for the actual ad space consumed (120cc), and got visibility of full page (400cc). The retailer response was great, and consumers actually came in to ask for the brand by name, post the first launch ad itself. Client’s internal action standards on volume targets were met in the first month of launch, with just the launch ads.