We sent a press kit to all journalists with: a white T-shirt with a handwritten press release; samples; two tags: one describing the new product, the other with the wash instructions telling them to wash the T-shirt and to see for themselves the Persil Powerperls effect.When they wash the T-shirt, the letters disappear, proving that the new Persil really works.

In the first month, we saw the publication of 8 articles in 8 different press titles. This indicates a success rate of 8%, which insured that all costs for this action were covered. In the next few months we are expecting the publication of more articles.