Everyone has seen the line “I was here” scrawled in public places. This sentence was picked up, used and adapted to a liquid detergent in a playful way: promotional teams were sent out to cities with major tourist attractions to place trial packs of “Rei in der Tube” alongside the chalk slogan “I wash here” near public water sources (fountains, rivers, lakes, etc.).

Lots of German tourists stumbled over the well-known Rei tubes in major tourist cities, happily took a sample pack, and immediately discovered how practical, handy and straightforward Rei is on holiday.