Pure & Natural was perfectly poised to be re-introduced into the marketplace. Propaganda created a comprehensive launch campaign that included television, print, identity and even package design. Every aspect of the launch reinforced the brand and product benefits. The television was shot in the rain forests of Puerto Rico, as were elements of the print ad. The package design not only spoke to the earth-friendly aspects of Pure & Natural, but the packaging itself was biodegradable, and the soap bar package was infused with Amaranth seeds. So you could literally plant it in the ground and watch it grow.