Brief Explanation

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. What makes Breeze stand out is the claim that it removes tough stains in 1 step—a claim that hinges heavily on Breeze’s ability to deliver. It is in this spirit of fearless assurance that dares us to put the brand promise under public scrutiny.

Results and Effectiveness

T-Napkins let diners enjoy their meals without worrying about accidental spills or stains. But because practically all diners surveyed inadvertently stained their T-Napkins, they claimed they’d be more than happy to put Breeze to the test. With the success of this sampling exercise, T-Napkins will be introduced in more restaurants and outlets.

Creative Execution

In restaurants, diners were surprised with napkins that unfolded into t-shirts. These “T-Napkins” could be worn over any top, to catch spills from any angle. Best of all, they came with a sample sachet of Breeze, so diners could turn stained T-Napkins back into spotlessly new T-shirts.

Insights, Strategy and the Idea

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. Based on this, we decided that the best channel to demonstrate Breeze’s proposition was in restaurants—turning diners’ biggest concern into the medium of communication itself.