So we just put underneath them, "pinched from Virgin Atlantic." We then found that people were continuing to steal them, and they were ending up on their dining-room table. They hadn’t looked underneath. Their guests would look underneath. And the whole evening was spent talking about Virgin Atlantic in one of our best advertising tools ever! That was a fun one which worked really well.
Fun interview with Branson. This tidbit is his response to people stealing their salt and pepper shakers. Instead of trying to prevent people from stealing them, they use it as an opportunity to advertise. Adjusting your approach based on what people clearly want. What a concept!