Results and Effectiveness

The campaign must alert consumers that Tide can clean up instantly and make their clothes look brand new again. Many consumers will not think about their detergent brand when they purchase new clothes. Through this ambient we can create awareness of Tide’s cleaning power as soon as consumers start purchasing new clothes. More young couples start to consider Tide as the detergent for their families. The brand awareness level of Tide among consumers in China has increased.

Creative Execution

To alert consumers Tide has superior cleaning power for new clothes, we create an ambient at boutiques by using the “security alarm tag”. We re-design the typical security alarm tag and turn them into unique stain-shaped tags. All those stain designs are based on daily dirt consumers would easily get on their clothes in China including crab roe tofu, shrimp dumpling, ice-cream, curry and Spaghetti Bolognese. When consumers go shopping at boutiques, they discover the “dirt” on new clothes. They can take it to the cashier and use Tide security tag remover to get rid of the “dirt”. The dirty clothes will quickly return to brand new and ready to purchase. The whole experience for consumers at fashion boutiques can dramatize Tide’s cleaning power. Tide can clean up any kind of dirt instantly. It is a simple yet powerful way to communicate Tide’s benefit to consumers.

Insights, Strategy and the Idea

Everyone hates to get dirt on clothes, especially new clothes. As a superior detergent brand in China, Tide would like to alert consumers that Tide can clean up any kind of dirt and their clothes will look like brand new after using Tide.