To find an original and creative way to engage the consumer with the campaign message: a concentrated product that gives 'the same efficiency with less quantity'.This innovative solution also materialized another message to be delivered: the fresh effect of Comfort lasts long during the day, while the fragrance is released by the bodies movement.To reinforce action impact and consumer engagement, Comfort took over all the advertising, with special sized insertions, integrated in the newspaper contents.

The PR that was made around this action guaranteed a significant media return, which, alongside the media campaign, helped the concentrate segment to reach a 7% quote on general brand sales and contributed to the Comfort increase of 3% SoM in the fabric softeners segment.