In a highly competitive market, build a distinct position and shelf space for Amway Dish Drops.

The "tough stains idea" was used as the basis for the idea to communicate the product benefit. The devise of showing sparkling clean utensils against a dirty, stained kitchen brings about the contrast dramatically communicating the benefit clearly.

Posters at key hyper stores and neighborhood stores were put up to communicate about the benefit. A host of inquiries and large amount of trials were seen within a week of the said communication being put up.