Reinforce the surprising whiteness of Tide to Procter & Gamble's sales and business partners in a delightful, unique way.

To demonstrate and reinforce the surprising whiteness of Tide to the sales force we developed Christmas cards that seem at first glance to be only pieces of white paper. By holding it to a light source, the Tide logo and Christmas wishes become visible. As watermarks, they shine whiter than the paper itself.

The Tide product managers received much positive reaction from their sales and business partners. The idea also proved effective, as Tide achieved listings in new stores, more shelf space, and better product placement.