The idea: to create promotional ballpoint pens that illustrate Ariel's ability to make stains disappear without effort. Method: the pen has an image of a white T-shirt with a stain on it. When the user tilts the pen to write with it, the stain disappears and Ariel's logo appears.

Over 4,000 pens were distributed at a very low cost per contact (less than USD$2). This generated great impact and strengthened the brand's relationship with distributors and people at the points of purchase.