# Dirty Direct Marketing Breeze Excel Tests Durability of Washing Detergent By Tisah Tucknott | Published 2009-06-04 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/breeze-excel-washing-detergent References: [adsoftheworld](http://adsoftheworld.com/media/dm/breeze_excel_tshirt?size=_original) Since consumers were skeptical about [Breeze Excel's](https://www.trendhunter.com/trends/kind-laundry) 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](https://www.trendhunter.com/trends/ariel-pods-the-big-one) 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](https://www.trendhunter.com/trends/mwcurated) generated increased sales and greater brand awareness. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 12% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) ## Key Themes ### What Makes This Trend Stand Out - **Direct-to-consumer Marketing:** Opportunity for companies to cut out the middleman and directly reach consumers through personalized marketing campaigns. - **Proof of Efficacy:** Growing demand for tangible proof or demonstrations of product efficacy as consumers become more skeptical of marketing claims. - **Experiential Marketing:** Rising trend of engaging consumers in immersive experiences to create deep brand connections and build trust. ### Sectors Adopting This - **Cleaning Products:** Innovative marketing strategies that prove product durability and effectiveness can disrupt the cleaning products industry by capturing market share. - **Direct Mail:** Opportunity to leverage direct mail campaigns that provide tangible demonstrations of product performance, potentially disrupting traditional advertising channels. - **Fashion:** Partnerships between cleaning product brands and fashion retailers can disrupt the fashion industry by promoting sustainable and efficient clothing care solutions. ## Related on Trend Hunter - [Science-Forward Cleaning Startups](https://www.trendhunter.com/trends/scienceforward-cleaning-startup.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Stain-Removing Activewear Detergent](https://www.trendhunter.com/trends/active-wash.md) - [Branded Laundry Outfit Giveaways](https://www.trendhunter.com/trends/laundry-suit.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Laundry Tab E-Commerce Packaging](https://www.trendhunter.com/trends/multipower-tabs.md) - [Eco-Friendly Detergent Sheets](https://www.trendhunter.com/trends/spot-detergent.md) - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md)