Moroccan people have been reading “Le Matin”, the largest selling newspaper in the country, for 36 years.It has always been printed on grayish paper.We arranged with the newspaper for its cover to be printed on white paper, and branded by ACE laundry bleach, demonstrating the effectiveness of ACE.As for the inside, we chose to go for the typical side-by-side P&G demo by alternating grey and white paper to allow live comparison as the pages are being flipped.

This operation directly reached their 50,000 readers and subscribers as well as the peoplepassing by the newspaper stands, generating publicity and word of mouth.