In a cooperation with a service company for towel machines the usual white towels were replaced by very colourful towels. People could experience the purity on colours in locations, where purity really matters: in public toilets.

The strength of the idea – the very individual experience with the product benefit – is not easy to measure. An indication of the success was however, that during the project the towels were used much more frequently and had to be replaced quicker, than the usual white towels.