The left half of the centre spread had the visual of the supposedly stained garment and the other half had the visual of a boy spilling ketchup from his burger. The ketchup was stuck to the garment with the help of glue. When the reader tried to open the page, he could easily remove the ketchup stain off the garment. This laid emphasis on our core proposition, ‘Put stains back where they belong’.

The campaign created a great deal of enthusiasm and awareness of Tide increased.