The Brazilian restaurant chain Spoleto decided to launch a campaign that they would not only be able to increase their sales, but also the self-confidence of women. During a period free meals were offered to beautiful women. Who determined whether a woman was beautiful or not, were the customers of the restaurant itself. At the checkout, customers were asked whether they themselves thought they were a pretty woman. In the case of a positive answer, the women got the meal for free. Result: a lot of happy women and 35% increase in sales. Not wrong, right?