MSeal advertising

Headline: left side)Pissing boy at Brussels
right side)Leak Stopped
Body Copy: Can also seal leaks in pipelines, radiators, watertanks.
if you have found new and innovative ways of using MSeal, enter the "eureka" contest...

Note: MSeal was faced with stagnant growth rates when this was done. The idea was to promote new uses and widen use occasions as a means of increasing volumes. Category growth by widen the competitive frame of reference. There were no other alternatives given that geographic width had been achieved and there was nothing new in the product. The product was also a problem solver and there was no way of stimulating existing demand through ethical means!!
Alongwith the pissing boy there were also sculptures which were broken at Elephanta etc leading to a campaign. Clay modelling as a new use and product variant was also launched at this point in time with MSeal