Knowing that housewives are faithful to fashion trends and by using the product’s promise “Lively and radiant colours in clothes even after laundry” we created a trend fashion section in Fucsia (one of the most important fashion & lifestyle magazines) preceded by a one-page non-conventional fibre ad, exalting colour and proving brand’s concern for clothes.

This media application allowed us to deliver our consumers a tangible evidence of Clorox’s benefits as well as to be involved in the editorial content of such magazine and gain relevance among the readers.

Sales and awareness response surpassed initial goals. Brand awareness and sales presented unusual peaks proving accountability of this magazine implementation.

Sales rapidly increased achieving 31% SOM in the first month. The brand also achieved an impressive growth in the traditional channel (90%) as well as in retail at 171% throughout the 6 months of campaign.Finally, brand awareness passed from 44% to 52% along the same period.

For the first time, a real fibre ad was included in a fashion & lifestyle magazine, overcoming all kinds of production and budget constraints.