Launch of Hall's Soothers, cold symptom relief product. A low relevance category, TV was used to generate interest. Results: sales increases correlated with advertising, increased distribution. Exceeded sales expectations in year 1 by 500% and 4 x the expected profit was generated by year 2. Rapid and high awareness continued into year 2. Halls' business was profitably expanded. Sampling was also used. Positive brand image.