We wanted our campaign to be like nothing the public had ever seen in this category. Creative use of media and an honest tone of voice was an objective in itself. We let giant P&G humbly say "Thanks for the inspiration! Ajax - A slight scent of nature." More than 40,000 fresh apples with stickers were sampled out, signs were placed in fifty public parks, window stickers were put on 400 florist shop windows, large billboard signs with cut out interiors were put at selected scenic spots, and billboards were turned into the world's largest scratch 'n' sniffs.

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. The scratch 'n' sniff billboard is also registered by The Guiness Book of Records as the largest scratch 'n' sniff ever made. A new World Record!