The sound of a seagull, the taste of salt and the waves breaking on the rocks, not far away. Even before you open your eyes, you feel the sun warming your skin: you are on holiday. You have been dreaming about Formentera for months and now you are here and you can enjoy a few days of peace and tranquillity.

Shortly after you are waiting for your café con leche at the bar, three girls wearing sundresses by, laughing their heads off as they pedal out to sea. They pass by your table and you are pleased to notice that the promotional idea you had a few months back, has been successful: the girls are wearing your logo over their shoulders. It is printed on a light canvas backpack which the young ladies didn't have to fill right up: it might contain sunscreen, a beach towel, mobile phone and wallet, maybe a book to read while they sunbathe. You do not need a lot on the beach: and your promotional backpack does the job: handy and light, it holds what is necessary as well as advertising your line of bathing suits.

Now your café con leche is even nicer, you already imagine how it went: the girls bought the bathing suits before leaving and together with them they all received the mini-backpack free and as they were packing they remembered it and put it in their suitcases.

Who knows if at the end of the vacation it will cross their mind to use it for putting dirty laundry in. When you designed it you thought of that, too.