Tide Design & Branding LAUNDRY/KARI by Saatchi & Saatchi New York

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Industry Washing powders & Detergents
Media Design & Branding
Market United States
Agency Saatchi & Saatchi New York
Executive Creative Director Maru Kopelowicz
Producer Hosanna Marshall
Account Supervisor Caitlin Reynolds
Illustrator Kari Moden, Steve Wilson, Steve Wison, Miles Donovan
Released February 2012

Credits & Description

Category: Illustration
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE PODS
Chief Creative Officer: Conway Williamson (Saatchi & Saatchi New York)
Executive Creative Director: Maru Kopelowicz (Saatchi & Saatchi New York)
Creative Director/Art Director: Daniela Vojta (Saatchi & Saatchi New York)
Creative Director/Copywriter: Susan Young (Saatchi & Saatchi New York)
Producer: Hosanna Marshall (Saatchi & Saatchi New York)
Account Supervisor: Caitlin Reynolds (Saatchi & Saatchi New York)
Planner: Wanda Pogue (Saatchi & Saatchi New York)
Illustrator: Steve Wilson/Kari Moden/Steve Wison/Miles Donovan (Saatchi & Saatchi New York)
Head Of Design: Camilla Kristiansen (Saatchi & Saatchi New York)
Global Equity Director: Joanne Miserandino (Saatchi & Saatchi New York)
Account Director: Andrea Diquez/Mark Rolland (Saatchi & Saatchi New York)
Management Director: Gus Marmarinos (Saatchi & Saatchi New York)
Account Executive: Laura Tubbs (Saatchi & Saatchi New York)
Assistant Account Executive: Jamie Daigle (Saatchi & Saatchi New York)
Print Producer: Carol Plunkett (Saatchi & Saatchi New York)
Agency Retoucher: Yan Apostolides (Saatchi & Saatchi New York)
Media placement: Posters - Metro Stations - 1 February 2012

Describe the brief from the client
Launch Tide Pods: a completely new form of detergent in a 3-in-1 unit dose.

Describe the challenges and key objectives
Bring some sizzle back to a sizzle-less category. After decades of very little innovation in the laundry category, Tide wanted to redefine the market.

Describe how you arrived at the final design
What better way to describe the new Tide Pods, a revolutionary 3 in 1 unit-dose that you just Pop in the wash, than with the word Pop? It’s a pop of Tide in your wash. It pops your colours, pops off stains and gives you a clean that pops. So Pop Art was the inspiration for the whole campaign. For the pre-launch teaser phase, we commissioned 5 Pop artists to interpret the product’s unique form. Each different design was matched to a different kind of Pop: 'bright', 'clean', 'crisp', 'cool', etc. The final artwork turned into bold posters that created anticipation around the upcoming Tide Pods release.

Give some indication of how successful the outcome was in the market
Within the first few months of its launch, Tide Pods are performing ahead of what was expected by P&G. Shipments are over delivering and the tubs featured in our advertising are selling over forecast. Between customer teams and an online sampling programme, we shipped over 8m samples. The Tide Facebook page saw an increase of 227,000 fans since our launch. We’ve given people a new reason to love the brand. All of a sudden, the world has more pop and Tide Pods are making laundry a lot more interesting.