We produced an exact replica of a Cornetto ice cream with screw top lid. Upon opening, the consumer found a dummy MP3 player enclosed. These were packaged and mixed into nationwide distribution in both the convenience and supermarket channels. The items had to look, feel and weigh identical to an actual Cornetto in order to remain undetected until opening. The consumer was then given a voucher to obtain a new ice cream and a number to call to redeem their prize. The product was manufactured and packed under strict conditions in order to meet Proctor and Gamble’s international child safety and food safety standards.