Comfort is introducing Comfort’s Concentrates with a new and improved formula providing consumers with more benefits and more value for their money per every wash.
The objective of this campaign is primarily to educate consumers about the effectiveness of Comfort Concentrate, and make it clear from the very beginning that they only need a little amount of fabric softener to wash a big load.
The perception is that a 4L. bottle of regular Comfort will wash more than a 1.5 L. bottle of Comfort Concentrate.
However in reality, they will wash exactly the same amount. So Less is more.
The idea is to use optical illusion to convey this message, by doing In-Store and Online activations to engage directly with consumers.

This project was done during my work experience at Drive Dentsu