The Brief

To find the simplest and most intuitive way to communicate to consumers that less Tide can give superior stain removal.

Describe how the promotion developed from concept to implementation

Consumers look for a detergent that gives superior cleaning results and is value for money. Taking a cue from this insight, the 'Fold-a-stain' campaign was created to meet the performance as well as value need of consumers. The simple act of folding a stain was able to engage the consumer and communicate the superior stain removal quality of Tide. After the stain is folded one sees a small Re.1 sachet of Tide clearly communicating less powder required. The campaign delighted consumers and in an innovative way helped them understand the effect of the detergent.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. The value share for Tide was at 10.7% in the month of November '10. Post this activity, the value shares rose to 11.1% in January '11 This led to consumer trials which exceeded expectations.

Explain why the method of promotion was most relevant to the product or service

The simple product demo helped the readers to easily understand the benefit. The Tide 'Fold-a-stain' campaign was interactive in nature. It asked the readers to fold stains on garments of the characters in the magazine ad, revealing a Re 1 sachet of Tide and garments looking as good as new. This left the reader surprised, and with a smile on their face.