This was a tactical idea for Halloween. We used the product benefit of Jik - that it makes your clothes and fabrics so white and bright that they almost glow - and put it in a horror-type scenario that gave it an ambiguous impression of something lurking in a closet. The scared child and line of 'Frighteningly white' helped create the illusion of it being scary, when actually, it's simply linen that's been washed with Jik.