First contacted by Lilleborg about a sponsorship deal in regards to my rally driving, they wanted to promote their car cleaning product called «Lensentil shine wash.» After a meeting explaining that no-one would understand the product name and that a general sponsorship with a sticker on the car would give little effect. We agreed to rename their product to JIF car shampoo and made an arrangement with LTN that for every sold shampoo they would get 5 kr for every bottle sold. We later contacted Felleskjøpet and made an agreement if they procured the re-branded product we could do an event were we washed peoples cars with the product. This event generated a significant impact on the branding of the product, and the sales numbers increased drastically.