The key objective was to associate Tide with the idea of simplicity and effortless washing. The challenge was to find a engaging way to reach a young target whose main interests don't include doing laundry.

The media agency was not involved in the project. The sampling was organised by P&G Poland among the respondents from the company's database.

The reception of the students and their parents was enthusiastic. The first set of 500 t-shirts found their new owners in just 1 day. The film introducing the t-shirts has been viewed and shared more than 100,000 times so far. Though the action was only done in Poland, major portals around the world published the articles and reviews of the t-shirts. On many portals it was the talk of the day, starting the discussion about the students' laundry habits and innovation in detergent industry. Also Tide earned its name as the first choice washing powder brand for the young people.