Consumers were skeptical about our claim of "Confidence to remove stains in one wash". So, mailers and sampling activites were needed to prove to consumers that Breeze Excel actually delivered on its promise.

We mailed a T-shirt wrapped box that contained a product sample to select women's social group across Thailand (including rural areas where traditional mediums like TV and press are limited). Instead of finding a free gift on the inside, the actual box was wrapped with the gift. As predicted, the postal service almost ruined the t-shirts. And if the recipients wanted their t-shirt to look as good as new, all they had to do was wash it once with the product sample.

Unlike in-store sampling, we could control where and to whom we were talking to. As a result, this mailer allowed consumers across Thailang to prove the efficiency of this product to themselves by interacting with the product directly. Because of this personal interactive demonstration, word-of-mouth generated 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.