Carex was losing its position in the liquid soap market and failing to attract new users in a highly promotion driven market. As brand leader Carex had the most to lose. The strategy looked to move the brand's position from that of antibacterial cleaning to a role as handwashing champion. The 'Are you a washer or a walker' campaign used humour and featured the 'Squirts' as brand spokesman. The aim was to reflect a truth in an acceptable way, that some people used the toilet and then didn't always wash their hands and there was no way to tell who those people were. Within nine months, expenditure had been paid back. Share, usage and penetration all increased