Results and Effectiveness

This campaign managed to delight the consumer through the fun, interactive product demonstration of Fold-a-Stain. This allowed the consumer to easily understand the product benefit of superior stain removal at lesser quantity of Tide through a memorable experience that they would share with their family & friends. The sampling exercise was a huge success as we were able to reach 60,000 households. This led to consumer trials which exceeded expectations.

Creative Execution

Wall painting was strategically placed near major supermarkets. Through illustrations we depicted colourful and common characters with big stains on their clothes. These large stains were specially fabricated by paper and carried a message on them that read 'Fold'. On following the step-wise folding of the stain the stain magically transformed into a small One- Rupee sachet of Tide. The One-Rupee Tide sachet carries only 20 gms of Tide, thereby showing aptly how a little bit of Tide, can do a lot more.

Insights, Strategy and the Idea

Consumers no longer believe in complicated claims and scientific product stories. They are longing to really see how the product really works. Lesser amount of Tide, as compared to other detergents, is actually superior in pulling stains out of clothes and we realized that consumers love to see this simple action. Therefore we developed the Fold-a-Stain visualization.