What’s the easiest way to get more people to buy more
dishwasher tabs? Get more people to buy dishwashers.
The idea behind this campaign is to dispel the myths
about the expense of running a dishwasher and remove
all the barriers to purchase. So we approached all the
dishwashing manufacturers and offered to pay to advertise
a particular feature of their dishwasher in exchange for
a recommendation for Finish Quantum.
Naturally, they jumped at the chance. So a series of quirky ads were developed telling people how cheap a dishwasher is to run, how little water they use, how they give better results than washing by hand and how little space they can take up in your kitchen. The result was a noticeable increase in the sales of each of the dishwasher brands advertised, with resulting increased sales of Finish Quantum.