Everyone identifies with the classic characters from the Mr Men and Little Miss book series, making them the perfect personalities to front a national campaign.
PZ Cussons gave away customised Mr Men and Little Miss books with boxes of Duo washing powder bought in national supermarket chains. Small and light, the books were easily fixed to Duo packages with shrinkwrap.
To add even more value, Penguin devised a clever “duo” format for the campaign. Every book had two front covers – readers see a Mr Men cover on one side, then flip over to find the start of a Little Miss story.