The ultimate washing detergent test: The postal system. Consumers were skeptical about our claim of 'Confidence to remove stains in one wash.' So, mailers and sampling activities were needed to prove that Breeze Excel actually delivered. We mailed a T-shirt wrapped box, containing a product sample, across Thailand (including rural areas where TV and press are limited). If the recipients wanted their T-shirt to look as good as new, all they had to do was wash it once with the product sample. Because of the interactive demonstration, word-of-mouth increased sales and brand awareness.