To persist in a market, dominated by global brands like Oropax or cheap no-name products the earplug producer Killnoise needs to be positioned as the high class premium brand in its segment. In a cooperation with DR Customs the earplug producer Killnoise sent out a mailing for very good customers, that brings the benefit of the product to the point: This earplugs do not only reduce the noise, they kill it. In a wodden amunition box each Killnoise earplug was packaged like a real bullet. The traffic on the website raised and the sales grew more than 10%. In the target group of musicians Killnoise was strengthened as the premium-brand for ear protection.