I know I would have stuck that tshirt in the wash and tried the detergent to make sure they weren't fibbing about how good it is. Great idea!

Engaging customers is what we all are trying to perfect. I feel that this campaign is a great way to really show the target audience the efficacy of the product.. Allows them to really experience the brand. I have been in the below-the-line industry for almost 6 years already and now more and more clients have accepted that having people interact with their brands in a non intrusive way truly brings much needed results in awareness and sales. Aside from direct mailers in case you do sampling, the best way is to also showcase the power of your brand via product demonstration, in store cross merchandising, on ground events and incentives. Great case study. Thank you for sharing.