Which is why I want to focus my comments today specifically on interactive advertising. In fact, we have just made one of the largest interactive media buys to date for a packaged goods company. We have doubled the number of brands that are advertising online. We have dramatically increased the number and diversity of sites on which we're advertising. But even more significant than the spending level is what we're spending on.
Tide is a good example.
Here we're pushing to understand the impact of interactive benefit visualization in a simple ad unit. As you can see, the magnifying glass, which consumers control with their cursor, highlights the product superiority of Tide versus a leading competitor. Now, let's take a spin with one of our most popular ad units. We're now in our third stage of learning on this ad-unit, and have customized the unit for special occasions, such as Valentines day, and now as we speak Mothers Day. The results so far are encouraging.