Take the horizontal masthead of the ‘sex Issue’ of Express – New Zealand’s preeminent gay newspaper and erect it. Something every regular reader would notice. Punctuate it with the Viagra pill.

The same issue featured editorial focused on the risk associated with counterfeit erection enhancement drugs. This provided us with an ideal opportunity to follow the tactical masthead augmentation with a Viagra branded advertorial within the publication - to communicate the efficacy and safety benefits offered by Viagra.

Sales and brand health were not specifically tracked against this initiative. According to the Editor in Chief of Express, the gay readership loved it (and they celebrated hard at the sex issue party).