We created a humorous TV show in which our stars cleaned dirty homes using only P&G products.

Integrating products throughout a TV show was revolutionary in Russia – a true first! Our housewives were seen everywhere – from TV and print, through on-pack messages to PR.We even put ‘expert housewives’ in stores to give on-the-spot advice.

Word of mouth created a huge buzz among our consumers and in the press.

The campaign was very cost effective, due to the shared costs among the advertised cleaning brands.And: All brands’ sales grew — some up to 46%.