TIDE: STAINBROIDERY

Credits:

Type of Entry: Corporate or Brand Identity
Category: Point of Sale
Title: STAINBROIDERY
Advertiser/Client: PROCTER & GAMBLE
Product/Service: TIDE DETERGENTS
Entrant Company: LEO BURNETT INDIA Mumbai, INDIA
Design/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
Gaurav Lalwani Leo Burnett India Account Servicing
Sharan Sabhachandani Leo Burnett India Account Servicing
Sandeep Barge Photographer
Seyam Embroiderer
Kb Vinod Leo Burnett India Copywriter
Details
Brief Explanation:
Design an innovative & involving way to give away free sachets of Tide while staying true to brand promise - in a market place where it is difficult to standout in a free sampling exercise.
Describe the brief from the client:
Sampling exercise to giveaway free sachet packs of Tide.
Description of how you arrived at the final design:
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.
Indication of how successful the outcome was in the market:
Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand.