The Brief

To gain more regular customers for Hakusetsusha Cleaner.

Describe how the promotion developed from concept to implementation

Customers usually throw away plastic bags used to cover the clean clothes. Utilizing the plastic bags as a medium, impressively communicate the message from Hakusetsusha, “Feel free to stain your clothes. We will remove stains.”

Describe the success of the promotion with both client and consumer including some quantifiable results

This gained a popularity from customers too. As a result, it created a buzz through word of mouth and contributed to the increase of cleaner users as well as the number of regular customers.

Explain why the method of promotion was most relevant to the product or service

Result: Print stains of lipstick, wine, and ketchup on a plastic bag. It will appear those stains are on washed clothes. The copy, “Feel free to stain your clothes”, is also printed there. This turns the plastic bag usually thrown away into a medium to communicate the message to customers.