Tide Design & Branding FOLD A STAIN, 1 by Leo Burnett Mumbai

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Industry Washing powders & Detergents
Media Design & Branding
Market India
Agency Leo Burnett Mumbai
Art Director Sadanand Narvekar
Photographer Shivkumar Dhale
Account Supervisor Gaurav Lalwani, Sharan Sabhachandani, Pooja Motwani
Illustrator Ganesh Nayak, Nishikant Palande, Priyanka Chavan, Pranali Bhogale
Released December 2010

Credits & Description

Category: Illustration
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE DETERGENTs
Date of First Appearance: Dec 15 2010
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
Chief Creative Officer: K V Sridhar (Leo Burnett)
Creative Director/Copywriter: Amod Dani (Leo Burnett)
Art Director: Sadanand Narvekar/Ganesh Nayak (Leo Burnett)
Illustrator: Nishikant Palande/Priyanka Chavan/Pranali Bhogale/Ganesh Nayak (Leo Burnett)
Account Supervisor: Gaurav Lalwani/Sharan Sabhachandani/Pooja Motwani (Leo Burnett)
Photographer: Shivkumar Dhale (Freelance)
Media placement: Wall Paintings - Near Retail Outlets - 20/12/2010
Describe the brief from the client
The simple interaction between the consumer and the campaign (By folding the paper stain into the Tide sachet) saw a very favorable response as they witnessed first hand the power of Tide’s superior cleaning. This campaign managed to delight the consumer through the fun, interactive product demonstration of Fold-a-Stain. This allowed the consumer to easily understand the product benefit of superior stain removal at lesser quantity of Tide through a memorable experience that they would share with their family & friends. This led to consumer trials which exceeded expectations
Describe the challenges and key objectives
To create an innovative campaign to bring alive the fact that Tiide cleans with such proficiency that you need just a little bit to do the trick.
Describe how you arrived at the final design
Consumers no longer believe in complicated claims and scientific product stories. They want to see how the product really works. Also, people enjoy interacting with ideas rather than just being talked to about them Using this simple human truth, we illustrated the benefit of Tide’s stain removal capability with less quantity through an interactive campaign, ‘Fold-a-Stain’. This simple product demonstration showcased the ease with which one could remove stains from garments and helped change the consumer belief that garments which have been stained cannot look as good as new using lesser amounts of detergent.
Give some indication of how successful the outcome was in the market
The campaign was strategically placed in center-spreads of widely-read magazines, posters & wall Paintings. Through traditional Art such as Mughal, Sazi and South Indian illustrations we depicted colourful and common characters with big stains on their clothes. These large stains were specially fabricated by paper and carried a message on them that read ‘Fold’. On following the step-wise folding of the stain the stain magically transformed into a small One- Rupee sachet of Tide. The One-Rupee Tide sachet carries only 20 gms of Tide, thereby showing aptly how a little bit of Tide, can do a lot more.