The K2r Tablecloth is the first “advert” providing consumers with the perfect solution, at the perfect moment.

Instant advertising is normally quite impossible, but we created hundreds of tablecloths, specially designed to make our brand appear immediately, just when you need it.

To the naked eye, the K2r Tablecloths are just simple white tablecloths, so as not to force the advertising message on the consumer. The brand is only revealed when you stain it.

With the help of a textile engineering company, we created 650 tablecloths, specially designed to make our brand appear when consumers spill something on them.

We developed a product, which looks like an average white tablecloth, but which reacts on contact with stains, making the brand’s logo appear immediately, just when you need it.

These tablecloths look completely normal at first sight, so consumers were surprised when the logo appeared, helping the brand to stay in people's mind.

The results are hard to measure given that we were not there when people stained the K2r tablecloths. More than 2000 meals were served each day on them over a period of 29 days. But the real result we were targeting, and that we achieved, is an increase of 6% in sales in France in the month following the campaign.