TIDE: STAINBROIDERY

Credits:

Title: STAINBROIDERY
Advertiser/Client: PROCTER & GAMBLE
Product/Service: TIDE DETERGENTS
Entrant Company: LEO BURNETT INDIA Mumbai, INDIA
Sales Promotion/Advertising Agency: LEO BURNETT INDIA Mumbai, INDIA
Creative Credits
Name Company Position
Kv Sridhar Leo Burnett India National Creative Director
Kb Vinod Leo Burnett India Executive Creative Director
Deepak Singh Leo Burnett India Art Director
Nishant Jethi Leo Burnett India Art Director
Nishant Jethi Leo Burnett India Illustrator
Gaurav Lalwani Leo Burnett India Account Servicing
Sharan Sabhachandani Leo Burnett India Account Servicing
Seyam Embroiderer
Kb Vinod Leo Burnett India Copywriter
Details
Describe the brief from the client:
Sampling exercise to giveaway free sachet packs of Tide.
Describe how the promotion developed from concept to implementation:
Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand.
Explain why the method of promotion was most relevant to the product or service:
The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide.