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Tide
Style is an option, Clean is not
RAN IN: United States
CLIENT
Procter & Gamble
Kevin Crociata, Marketing Director
Suzanne Watson, Associate Marketing Director
Mark Christenson, Brand Manager
Pete Carter, Marketing Director/BBIC
AGENCY
Wanda Pogue, SVP/Global Planning Director
Julie Dombreval, VP/Planning Director
Maru Kopelowicz, SVP/Global Creative Director
Andrea Diquez, SVP/Global Equity Director
Gus Marmarinos, VP/Management Supervisor
Joanne Miserandino, EVP/Global Equity Director
Digitas
Integer Group
DeVries Public Relations
SUMMARY
The faltering economy made it increasingly difficult for Tide to justify its price premium as people were forced to budget every penny spent. Consequently, Tide began losing share and household penetration. To overcome the problem, we created an idea rooted in something people cared about: self-expression and personal style. We celebrated that what people wear is up to them, but keeping clothes looking their best is up to Tide. We showed Tide's cleaning helps convey the best of people's personal style. The idea successfully increased share and reversed household penetration decline.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Interactive, Print, OOH, Events
Audience: Connect with a new audience,Speak to women,Speak to Mothers
Type: Business to Consumer
Classification: National
Language: English
