Women from different business centres of the capital received a package. Inside the package, they found a beautiful gift, a t-shirt. But the t-shirt had a minor problem... it came with a stain.We made 5 different t-shirt designs that came with stains made out of real ketchup, dirt, coffee and wax.Along with the t-shirt we sent sample packages of Xedex for them to remove the stain and a card with a simple message "Xedex removes the stains out of your life"The idea caused the desired domino effect and hundreds of women called requesting a package. Due to this reaction, we launched a supermarket promo in which consumers received a free t-shirt in exchange for buying Xedex detergent.

Unilever decided to target its detergent brand Xeded towards a new segment, a younger and modern woman.A woman who's a mother and wife, but has also developed a professional life.For the brand, this meant a huge challenge because it used to have big media investments on TV ads, but the new target spends most of its time at the office, away from the TV.So, direct marketing was the perfect way to create a domino effect among the target. The idea should show young women, in a simple way, that Xedex was their ally, and that it makes their lives easier and stain-free.

The idea caused the desired domino effect and hundreds of women called Unilever requesting the package. Due to this reaction, we launched a supermarket promo in which consumers received a free t-shirt in exchange for buying Xedex detergent.Finally, the re-positioning was a great success and Unilever registered sales growth in the category.

Xedex was used to have all of it's media investment on traditional media, so to position Xedex Detergent among this new target we selected 2500 women from different business centres of the capital whom received a package. Inside the package, they found a beautiful gift, a t-shirt. But the t-shirt had a minor problem... it came with a stain.We made 5 different t-shirt designs that came with stains made out of real ketchup, dirt, coffee and wax.Along with the t-shirt we sent sample packages of Xedex for them to remove the stain and a card with a simple message "Xedex removes the stains out of your life"