We let giant P&G humbly say “Thanks for the inspiration! Ajax - A slight scent of nature” in a number of suitable places and then we offered the customers a test sniff with sampled apples and scratch 'n' sniff billboards. This allowed them to experience the product’s benefits in a hands-on way and made them associate washing powder with something more natural than they’re used to.

The campaign turned the Ajax business around from a pre initiative 9.8% volume share to a 13.4% share in August. Since the initiative the newly acquried brand has continuously grown behind the increased advertising awareness. Further, the initiative helped to establish Ajax as the superior freshness brand in Sweden.