Surf's up!

Claimed to be a first for the South African laundry market, and a first for the product itself, the concept of a whiteness test card was borrowed from the oral category. While 100 000 cards were distributed to consumers in the first two weeks of the promotion, the packaging company gave the concept even greater reach by incorporating the whiteness test card on the top paste-down flap of the detergent's cartons.

By using the standard packaging format in a creative way, the brand successfully communicated an important strategic message about measuring whiteness, without incurring any additional production costs. It also gave the promotion longevity, on-shelf presence and deeper consumer penetration.

According to quantitative consumer research, the whiteness test card was a key contributor in the decision to purchase. Seen as a differentiator in the laundry category, 96% of those who used the whiteness test card noticed improvements in whiteness.

As standard, the detergent's cartons are lithographed in five colours, with a water-base varnish and emboss for an overall quality feel.

The whiteness test card was used on the two variants: Regular and Lemon Fresh.