Knorr’s parent company, Unilever, converted an entire commercial break on German TV channel RTL to black and white, punctuating this monochrome environment with the bright, vibrant colour of Knorr’s TV commercials. In this break, the monochrome ads were those of other Unilever brands.It was the media environment surrounding the brand that was altered to create impact rather than the ads themselves. This was replicated online on mono RTL and Knorr home pages.

This approach led to enormous PR coverage in the trade magazines. The ad break achieved 16% more audience share according to GfK Media, while the Knorr Germany website had a 20% increase in visits.