Dutch drug store chain Etos uses a (fixed) character in its communications. The character can be seen on the internet, in the stores, and maybe in other media as well. It seems to be part of a campaign around the theme pain. Brands more and more often use characters in their communications. Now in a campaign, in the future structurally. Now built around a theme, in the future in all communications. Now it is quite hidden, but in the future the brand agent will welcome you in Etos' virtual world, and will be able to answer most of your questions directly. This is a small step in that direction.