The special programmes in both TV and radio ran during time periods when women were most receptive to new tips to care for her family -- when she was at home doing her daily house work. Seven different one-minute programs were specially produced for the campaign. In addition, the same program ran as 40” infomercials in radio as a complementary plan to maximize reach using same idea and message as the TV version.

Record high brand awareness levels were achieved, growing by over 10%. Ownership of the key softness & freshness benefits were achieved and continue to grow. Purchase intent increased nearly 10%.