In order to answer the brief we looked at the causes of stains. One of the main contributors is food. We wanted to reach a wide audience, in a relevant environment and a memorable way to communicate the solution at the source of the problem.

By giving out a freebie [that was not a sample of the product], we were able to speak to our consumers in a relaxed environment that made them more receptive to the communication. It was effective because rather than have our sales people approach the consumers, the consumers approached our sales people out of curiosity. They were able to appreciate our message in a relevant and fresh manner. We surprised our consumers and gained awareness while reinforcing our message. 300 packs were gone in 45 minutes.