Brief Explanation

We were asked to come up with a sampling exercise that will not just get consumers to take sample sachets home—but actually utilise them.

The Brief

Breeze is an established, category-defining brand that delivers the best laundry solutions for tough stain removal. Ahead of its competition in both perception and sales, it nevertheless is being placed under increasing pressure by the many brands fighting for top shelf space.

How the final design was conceived

To demonstrate the confidence Breeze has in removing stains, we took our demonstration out of the typical household environment and into a place where stains are most likely to occur for an adult audience—restaurants. Diners are perpetually wary of staining their clothes, sometimes even avoiding food that’s likely to spill or splash, or come with dark gravy. The idea was to fashion napkins out of white T-shirts, first surprising diners with this twist, and then challenging them to see if Breeze can turn these T-Napkins back into wearable T-shirts. Each T-shirt had labels bearing “Eat with ease, wash with Breeze” sewn onto their collars. From there, we manually folded and mimicked the different shapes and forms that napkins in a manner consistent with the table presentation in participating restaurants.

Indication of how successful the outcome was in the market

T-Napkins surprised diners after they sat down for their meals. The expected napkins unfolded into delightful T-shirts that they could use to catch spills and splashes, or even wipe their mouths on. Some diners even pulled it over their clothes for complete protection. At the end of the meal, a sample sachet of Breeze was presented with the bill, challenging diners to see if Breeze could live up to its promise to turn the stained T-Napkins back into spotlessly new T-shirts–taking on-ground sampling directly into home product demonstration. When asked, all diners said they will put Breeze to the test. This sampling success means that T-Napkin will be unfolding in more restaurants.