The Brief

Breeze washing liquid is more powerful than traditional powders. But women of all ages are reluctant to change from their trusted powder despite how well the liquid works. So we were tasked with finding a way to demonstrate Breeze's effectiveness, without a traditional media budget.

Describe how the promotion developed from concept to implementation

Because nothing is quite as frustrating as finding a stain on a new outfit, we created the Breeze Stain Tag. In collaboration with a number of retail outlets, we attached the tags to clothes in-store. The tags were only possible to remove by a special, branded device at the till.

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

In this environment, un-cluttered by other washing brands, Breeze had a monopoly on brand voice, resulting in a 24% increase in product movement and a 74% cost saving over our traditional approach. But perhaps the most positive result of all, is that we ran out of Breeze samples faster than we had hoped, at every location.

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

With a device that hasn't been used as an advertising medium before – the magnetic security tag, we created a cost-effective, creative demonstration of Breeze's capability. And by providing free samples of the product at the Point Of Sale, shoppers retained that association after leaving the store.