Most germs are passed on through the hands. Dettol Instant Hand Sanitizer kills 99.99% of those germs, a product quality that had to be communicated in a convincing way. The mailer should also help sell more Dettol Instant Hand Sanitizers.

The low-cost mailer actually demonstrates how even an ordinary envelope can carry harmful germs, as it changes several hands before it reaches the addressee. Thanks to a carbon paper layer in the envelope, finger prints of all those who come in contact with it on the outside, appear on the letter inside. To induce product trial, the letter also includes a discount coupon.

Cost of one mailer: less than USD3. The result of the campaign: 82% redemption at all leading pharmacies across the city.