Champion has become the no.1 detergent in Metro Manila – beating giant brands like Tide and Surf. It has done this through a platform hinged on the values of honesty, integrity and purity of intention.

The objective is to cascade these values all the way to their dealers while assuring them of product performance.

The idea was to have the recipient write confession on a white shirt and then wash it away. Giving him a cleaner conscience and of course a cleaner shirt. The package came with a free shirt, a pen and a product sample.The key considerations in the final design were:-It should look like a gift and not just another sales kit-It should hold the contents securely-It should be clean, simple, economical yet still classy-It should be easy to transport

150 boxes were made and given away to different dealers. These were well-received and majority of the dealers who received them confirmed to actually going through the writing and washing ritual. Champion continues to be the top order among dealers.