A series of ads for Benco were published in comics in Europe with an anthropomorphic bottle of Benco living with the Smurfs and using his chocolate drink in order to help with their issues: like getting Brainy Smurf to stop lecturing the other Smurfs; awakening Lazy Smurf from a deep sleep; or rewarding hard work. A 13-page adventure published over several weeks had Benco and the Smurfs having to face one of Gargamel's evil plots. (When published in book form, this story had Benco replaced with Clockwork Smurf.)