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the business:Created by Arch Chemicals, the global biocides company, Purista is a textile treatment added during manufacture that neutralises odours and helps clothes retain a 'just washed' feel. While major retailers were sold on its benefits for sock product lines, the company's aim was to convince buyers that Purista had many other profitable uses.
the thinking:Create a high profile communications campaign to demonstrate the wide range of potential applications for the product.more work below
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