Pizzas are full of tomato sauce and they can be considered as 'serial stainer'.

The first thing to become a mess is the pizza box itself.

For the first time people could easily clean the pizza box and this is a perfect metaphor of Smacchiotutto instant stain remover performance.

The message gained visibility, being delivered in an unexpected context and in an original and funny way, and was likely to be seen by the target of purchase responsible, since take away pizzas are often consumed at the family table.

We launch the campaign on the 30/04/2014 only in the area of Milano.

Pizza boxes went 'sold out': 20,000 pieces were handled out in some of the most famous pizzerias in the city and reached 20,000 hungry and unstained Italians in just 1 weekend.