Detergent advertising is often based on facts and rational argumentation, but we know, that women especially are strongly influenced by their senses.The benefit of purity cannot be sufficiently explained with words and pictures.

It needs the personal experience.The objective was to find media that allows a surprising and intimate experience of the benefit.

A happy smile due to the joyful colours in a sterile environment.The wish to touch colourful purity.A deep impression of Ariel`s performance.The strength of the idea – the very individual experience with the product benefit – is not easy to measure. An indication of the success is however, that during the project the towels were used much more frequently and had to be replaced quicker, than the usual white towels.