Title | TIDE STAINBROIDERY |
Brand | PROCTER & GAMBLE |
Product / Service | TIDE DETERGENT |
Category | B02. Consumer Products |
Entrant | LEO BURNETT INDIA Mumbai, INDIA |
Entrant Company: | LEO BURNETT INDIA Mumbai, INDIA |
Advertising Agency: | LEO BURNETT INDIA Mumbai, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Kv Sridhar | Leo Burnett India | National Creative Director |
Kb Vinod | Leo Burnett India | Executive Creative Director |
Deepak Singh | Leo Burnett India | Art Director |
Nishant Jethi | Leo Burnett India | Art Director |
Kb Vinod | Leo Burnett India | Copywriter |
Sandeep Barge | Photographer |
Sampling target exceeded by 127%. As a bonus the exercise also became a much talked about advertising for the brand.
Cloth posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind. The idea demonstrated the brand promise in a playful way across posters, ambient & T-shirt giveaways so that target audience could experience the brand promise while picking up a free sample.
Sampling exercise to giveaway free sachet packs of Tide: design an innovative & involving way to give away free sachets of Tide while staying true to brand promise - in a market place where it is difficult to standout in a free sampling exercise. The target audience was young mothers and children whose playfulness could get the rest of the family involved in the activity.