Quali/Quanti research groups gave us direct access to lapsed users. Each participant was given a pen (one of the hardest stains to remove) and a T-shirt printed with kids activities. Aside from the novelty, kids could learn something new while staining the shirt (after all, the global strategy is 'Dirt is Good'). To clean the shirt, lapsed users could also learn something new by sending off their coupon to receive a free sachet (small dose) of Breeze that removes stains in 1 wash.

Initially used as part of a strategic project to interact with only lapsed users, an 8 out of 10 average redemption rate has encouraged Unilever to implement this affordable interactive mailer across all research groups which accounts for at least 5000 target consumers annually. The direct component has also enabled Unilever to build a comprehensive user database for future offers, news and promotions.