Since consumers were skeptical about Breeze Excel's claim of “confidence to remove stains in 1 wash,” the company decided to prove to costumers the durability of their product.

T-shirts were wrapped around the washing detergent product and mailed out to several social groups across Thailand. The dirty T-shirts could then by washed and cleaned with Breeze Excel, where the efficacy of the product would be proven.

This direct marketing scheme generated increased sales and greater brand awareness.