 How do you sort of mine for insights that work across the world? I'll give you an example from our chocolate brand of Galaxy. Its purpose is to empower women all through us as supply chain. We are aiming to impact one million people. And the campaign idea that the team came up with is, your pleasure has promise. And they tested it in China, in the UK, in the Middle East, works everywhere. Because human to human impact, that insight of helping your fellow person, no matter where you are in the world, it just resonates. And if it is true and connected to the brand, which in our case it is to Dove Galaxy, it's just very natural and the consumers can see that.