Unilever gives prospects in Thailand a memorable way to test its product

Share this content:
Unilever gives prospects in Thailand a memorable way to test its product
Unilever gives prospects in Thailand a memorable way to test its product

I first came across this direct mail piece at the Cannes Lions International Advertising Festival last summer, and was blown away by the simplicity of the idea.

The assignment, dubbed “Torture Test,” was to promote a Unilever-brand detergent called Breeze Excel in Thailand. The product claims that it can clean your toughest stains in one wash. Consumers were skeptical.

So, Lowe Bangkok came up with the idea to send a T-shirt-wrapped box that contained the product sample to mostly women's social groups across Thailand.

They focused on mailing the piece to rural areas where traditional media, such as television and magazines, are limited.

After going through the rigors of the national mail system, the T-shirt becomes a stained mess, virtually screaming out for the consumer to wash it. Once the box is opened, a tag line reads “Confidence to remove stains in one wash.”

This entices the once skeptical consumers to try the detergent for themselves, and prove the theory in their own homes.

Because the product is the focal point of the marketing, it essentially sells itself when the T-shirt arrives as a dirty mess, accompanied by the detergent sample to wash it clean.

Now I know that this is not your average direct marketing piece, especially with a budget far exceeding the amount most companies are willing to spend. But, when you compare its production costs to that of shooting a commercial with a spokesperson, and paying for the media to run it during The Oprah Winfrey Show, there is no comparison.

They didn't need television. They didn't need print or radio. What they needed was a great idea that could drive trial and word-of-mouth buzz across

Thailand, and in turn increase awareness and sales. And, in addition to a winning Gold Lion at Cannes... that is exactly what they got.

Send your Direct Choice to bryan.yurcan@dmnews.com.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above