Cranberry juice is well-known for helping to maintain Urinary Tract Health - because of cranberry’s natural antioxidant and anti-adhesion properties. While not appropriate to highlight on a billboard (for obvious reasons)... it’s a useful thing to know in certain situations, like when you’re sitting on the toilet in the women’s bathrooms. This insight came from real consumers in real focus groups in Australia - ‘I’d like to know about cranberry juice’s benefits - just not on a billboard when I’m driving down the street. Perhaps somewhere a little more private”. So, that’s what we did - we created a targeted campaign for a targeted public space.