With this in mind, Culturelle devised the "I Love Bacteria" campaign. The company gave away T-shirts imprinted with the classic "I ♥ " icon to curious customers who saw an ad for it. After an extremely successful test-run of the campaign in September 2009,
Culturelle widened the promotion, tying it into its print and television advertising campaigns, both of which featured someone wearing the "I ♥ Bacteria" T-shirt.
Reprinted from from the October 2010 Promotion Connection Newsletter at http://www.KennedyAdvertising.net