By twisting it, the pill shape turns into a heart shape (see following illustration). This activity generally creates an entertaining surprise. Bayer AG used the item as a promotion for a heart medication, and it was judged as the best promotion in the pharma industry ever. Bayer also enlarged the design and motorized it to demonstrate the transformation from pill shape to heart shape. The display was shown at numerous trade shows. The small-scale pill box was distributed to physicians on a global basis.