A cloth book, bringing to life the actual experience of real Comfort benefits. A little book of personal moments of truth to resonate with the best fabric feelings women still want for themselves.Real fabric samples washed in Comfort are contained in the little book. Smelling fresh and feeling soft, each fabric sample taps into those moments and rewards the reader with a coupon for a free 1 litre bottle of Comfort.

Women of 45+ were leaving Comfort on the supermarket shelves - until they received the cloth book.A 71% penetration result was achieved against a 32% control, leading to a final redemption result of 45% (22,500 people) against a target of 15%. In this period, there was a 29% switch (14,500 people) from other brands to Comfort. This was against a 6% market switch within category in the same period (4 times stronger than any other brand).Post campaign awareness is high with a 29% trial gained from other brand users. DM ost per response - just £6.66.