We collaborated with Israel's largest bowling chain with branches all over the country. Bowling Balls with no holes were randomly mixed with regular balls on all bowling lanes.

3 round stickers were placed where the holes should have been.The stickers carried the message: "Elmex – Helps prevent cavities".

Over 100.000 people were exposed to the Bowling Balls activity. 20,000 Elmex coupons were handed out to people at the bowling alleys for immediate use.