While Americans will never forget how powerful a detergent Tide is – it accounts for almost the entire category in the USA – they can forget how powerful stains can be.

To push our benefit, we needed people to remember stains for the unacceptable, perception-altering, blight on their presentation that they actually were.

So we put stains on clothes; everyday stains that altered the clothes only slightly but, at the same time, completely changed them for the worse.