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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.

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