Brief Explanation

The T-Napkin is a napkin that unfolds into a T-shirt. It is placed in restaurants to surprise and engage diners, challenging them to wash the stains off the shirt with a Breeze sample at the end of the meal. It is a sampling exercise that offers a tangible challenge and therefore, motivation, for each individual to try the product—that if successful, translates into a freebie in the form of a T-shirt that can actually be worn for continuous brand engagement.

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. Instead of fighting other brands on features (near parity for this category), we decided to conduct an efficient sampling exercise that promotes intimate brand engagement.

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

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.

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

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. With the accompanying Breeze sachet, the T-napkin did two things: 1.Took the worry out of dining 2. Let diners personally experience the power of Breeze