• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Torture Test

Award: Graphite Pencil

Graphite Pencil / Direct / Addressed Direct Mail Very Low Volume 1-500 / 2009

The objective was to prove to sceptical consumers that Breeze Excel delivers on its promise: 'Confidence to remove stains in one wash'. We mailed a box (wrapped with a T-shirt) that contained a Breeze Excel sample to select women’s social groups across Thailand. As anticipated, the postal service ruined the T-shirts. If the recipients wanted their T-shirt to look new again, they had to wash it with the enclosed sample. This mailer allowed consumers to prove the efficacy of this product (and our claim) to themselves by interacting with it directly. Owing to increased sales and greater brand awareness, research is being done to use this mailer as part of a Unilever case study for successful integrated brand communications.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again