PROBLEM: We’ve been doing laundry the same way for 50 years. So how to launch a revolutionary laundry sheet that changes everything about laundry?
UNDERTHINK IT: The World’s Thinnest Load of Laundry. Place this new sheet in context of other things in our lives that have evolved to make change seem natural and comfortable. Don’t be afraid to educate.
“Purextraordinary”
