A broadly based campaign involving various types of communications, including a postcard on a which a small, loose chain represents a penis. The more the card is moved, the more the chain moves and the bigger the 'erection'.

The express objective of the overall communications was to generate CHF 115,000 during the month following the launch. Result: Uprima generated CHF 290,000 in sales during the first month, which was 252.17% above target.