We used the name of the strong brand (Yes), and offered an alternative by simply ONLY changing the name to No. Because this is the only way to improve this amazing product. Saying no to this kind of dishwashingpower can only depend on the name, was the indirect message of this activity.

The campaign is still ongoing but to this day the entire limited edition of No has been ordered from our campaign-site, hopefully changing the minds of some of the people who say no to Yes. And let´s not forget putting a smile on the lips of everyone who says Yes to Yes. The ROI is massive, considering this was as close to a non-budget campaign that P&G ever comes.