Lowfold steel napkin dispensers designed like a T-shirt form that dispenses one napkin at a time like a newly washed white T-shirt. We wanted to bring Tide and the consumer together in the moment of stain and we placed the 'shirt-kins' in over 25 cafés and restaurants visited by families.It was an ambient only used in cafés and restaurants.

Tide napkin holders were placed in 25 cafés and restaurants and approximately 15,000 people used them.

Restaurant customers who used Tide napkins asked about Tide to the restaurant owners. It created high engagement and WOM.Gained high awareness within 2 weeks and reached around 15,000 people.