This activation is directed at children because the target group is families with children. They are playful and love to squeeze out ketchup from the bottle. So we tuned with a local manufacturer a special colour on fabric, which behaves and looks like ketchup (even after lots of washes). We gave away as prizes sets of these colours accompanied with blank T-shirts prepared for application of the colour. Chosen mechanics was - buy HELLMANN’S ketchups, send SMS with code and play every week for 2,222 T-shirt and T-shirt colours, with which you can design your own T-shirt.

The objectives were achieved. Sales went up 134% in comparison with last year; market share grew 8.7% (FM´05) to 10.8% (ON´05). The response rate (number of unique SMS received/number of promo packs produced) was 8.27%.