The idea: Catch the customers when they're naked: in hotel bathrooms! To this end, we left a magic Dove message on the bathroom mirrors. Written in de-mister fluid so that it gets visible only when the shower has been used and the mirror has steamed up.

A real moment of surprise and exactly the time to give Dove Body Milk a try.

During the promotion, over 73% of Dove Body Milk samples were used or taken home by hotel guests. Over 14% of discount vouchers were redeemed.