We organized street events, where men wearing bathrobes washed in Bolt invited women to experience ‘the Bolt difference'.Women could smell the clean-washed Bolt scent,softness and cleaning power - right on the bathrobe. Our Bolt man handed out small Bolt-scented samples in ‘bathrobe’ shape. Since the Bathrobe Man met the target group in train stations, on the street,in public markets - locations both unexpected and unappealing - the pleasant experience of Bolt was even more dramatic.

Brand awareness was at an all-time high for Bolt following the campaign.And share was up 10% versus prior 6 months, despite a 20% cut in marketing budget.