"To demonstrate just how much a tiny bottle of Unilever's all small & mighty concentrated laundry detergent could clean, we came up with an innovative bus wrap idea of literally covering buses with 32 loads of real laundry. Copy on the sides of each bus asks 'How much can one small bottle clean?' The answer is pretty apparent—it's what you see plastered all over the bus. The clothes-covered buses were painstakingly assembled and driven up and down New York City's main streets for two weeks. The buses not only gained an enormous amount of brand exposure amongst the city-dwelling target, but overall sales during the period increased dramatically," said writer Tim Geoghan.