To promote the winter sale of Helly Hansen Workwear, one of the largest outdoor gear brands, an biological insight was used: bears are the only animals that sleep all winter without having to shit. A joint promotion was launched with the Nature Park Goldau : winter is over when Evi the bear shits for the first time. People were asked to guess when Evi would have her first shit. The size of the sale discount was directly determined by the weight of her shit.