Brief Explanation

Tide can clean up any kind of dirt instantly! But...how can we convey the message to customers, especially when they are still shopping at boutiques.

The Brief

Throughout history, brewing Chinese tea is regarded as an art. Now OR TEA? not only use pure superior Chinese organic tea leaves but also translates the art form into its products. The brief is to introduce OR TEA? to selected premium Chinese tea drinkers and to arouse their interest in experiencing this impressive artistic taste.

How the final design was conceived

A new media space, the "security alarm tag" is the key. We prepared a total experience at boutiques to customers, by allowing them to discover and remove dirt themselves. First of all, customers discovered the dirt on new clothes. They took the dirty new clothes to cashier where they could clean the dirt with Tide security tag remover. Eventually, dirt was removed and the clothes were ready for purchase, of course the message was well communicated and embedded in customers' mind.

Indication of how successful the outcome was in the market

The campaign was successful and it created noise in the market. It dramatically boosted the awareness for Tide and the sales increased accrodingly.