Meister Proper detergent resides in a low-interest segment where the rational communication of “hard- facts” is key to success. However, a strong market fragmentation makes it difficult to break through the clutter. To avoid the usual and thus difficult advertising milieus, we have chosen this extraordinary, non-advertising medium to guarantee maximum impact within the category.

The media solution proved to be very powerful because it is simple. It managed to re-contextualize the Meister Proper brand in the location of the “NRW-Forum” in Düsseldorf. In a category where the proof of white is commonly dramatized on stainless t-shirts leveraged the product benefit to a maximum.