Results and Effectiveness

Sampling target exceeded by 127%. As a bonus the exercise also became a much talked about advertising for the brand.

Creative Execution

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.

Insights, Strategy and the Idea

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.