The idea was to use the binding spirals of notebooks as if it were an illustrated character’s hair. A face is drawn right under the spiral, so the spirals look like the ends of the characters hair. 10,000 notebooks were grouped with Taft Gels and sold in the college stores.

The campaign generated a great buzz. The notebooks grouped with Taft Gels were completely sold out in college stores. Most importantly, the students used these notebooks all year long and Taft became an integral part of their lives.