Quest magazine always knows how to draw attention to its latest issues. Its advertising, made by bsur, is usually a combination of a funny premium – attached to the magazine and directly related to the content – and a photo of the magazine in outdoor. This time it’s a free supply of brown coloured ‘cacaoïne’ that should make the target wonder what the September issue is all about. The cacaoïne refers to a big ‘pleasure’ survey, in which 29% of the respondents answered it thinks that chocolate is addictive. Hence the free sachet containing 5 grams of pure cacaoïne; “100% natural drug”. Persuasion in its purest form.