Two target groups were defined. A mailing was sent to 200,00 households, and another to new mums at the birth of a baby. This last group was contacted through targeted communication included in hospital gift-baskets (50,000 records). We wanted to demonstrate the benefit of the product, which was difficult considering we had to change, people's hygiene habits. Charmin is the perfect complement to toilet paper, which means that toilet paper by itself is not enough. The idea demonstrated it.

Despite the success and the high number of sample orders received, Procter & Gamble does not allow us to release the results as it is confidential information.