Consumers recognised the message in a split second. A taxi with turning washing machine drums. People instantly 'saw' what the new positioning is and it brings a smile to their faces. The creative and innovative use of this media enabled Robijn to express its core values in a friendly and non aggressive manner. It immediately captured people's attention.

While it is difficult to prove that this campaign contributed to increased sales, a brand that is moving up like this one obviously also lays claim to the position of market leader; only a brand like Robijn can do this.