BRING A SMILE by DDB Dubai for Glad

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BRING A SMILE

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Industry Washing powders & Detergents
Media Design & Branding
Market United Arab Emirates
Agency DDB Dubai
Released February 2013

Awards

Dubai Lynx 2013
Promo & Activation MERCHANDISING/IN-STORE MARKETING & POINT OF PURCHASE DISPLAYS GOLD
Media USE OF AMBIENT MEDIA: SMALL SCALE SILVER
Design POINT OF SALE BRONZE

Credits & Description

Client CLOROX COMPANY
Product GLAD
Entrant DDB DUBAI, UNITED ARAB EMIRATES
Type of Entry: Design
Category: POINT OF SALE
Title: BRING A SMILE
Product/Service: GLAD
Entrant Company : DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency : DDB DUBAI, UNITED ARAB EMIRATES
Name Company Position
Kartik Aiyar Ddb Dubai Creative Director
Makarand Patil Ddb Dubai Creative Director
Kartik Aiyar Ddb Dubai Copywriter
Ramy El Sakka Ddb Dubai Copywriter
Makarand Patil Ddb Dubai Art Director
Kapil Mayekar Ddb Dubai Art Director
Ramy El Sakka Ddb Dubai Associate Creative Director
Ashish Varghese Ddb Dubai Production Manager
Nader Shousha Ddb Dubai Editor
Jithesh Narayanan Ddb Dubai Cinematography
Krishnakumar G P Clorox Company Marketing Manager
Arpan Roychowdhury/Ruchdi Aragi Ddb Dubai Account Management Team
Claude G Azrak Clorox Company General Manager/Clorox Company
Brief Explanation:
GLAD is positioned around protecting the goodness of food. And Ramadan is a time when the brand usage is high and families get together to share food with each other. So we thought it is the best opportunity to extend GLAD’s brand values from keeping good food, good to doing good for the society. We went against seeking out contribution from people directly but include the contribution process without letting them make any extra effort.
Describe the brief from the client:
Ramadan is a time for compassion and charity where people are in the mindset for gifting food to the needy. GLAD undertook an initiative to provide free meals to needy children in Africa for every GLAD pack purchased. Our brief was to create point of sale communication that would encourage participation from the people.
Description of how you arrived at the final design:
We created a special installation in prominent supermarkets and hypermarkets that surprised people. Every time someone pulled out a GLAD pack, the empty tunnel space revealed the lit face of a smiling child, in a way saying a personal ‘thank you’.
Indication of how successful the outcome was in the market:
By the end of Ramadan, 20,000 free meals were distributed to underprivileged children while the people who participated were left with a sense of contribution. The brand witnessed 31% increase in sales value during Ramadan vs 2011, and 42% of category users associated GLAD with its true brand values.