TIDE STAIN RELEASE by Landor New York for Tide

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TIDE STAIN RELEASE

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Industry Washing powders & Detergents
Media Design & Branding
Market United States
Agency Landor New York
Creative Director Dale Doyle
Creative Amy Verhoff, Daniel Seol
Released July 2009

Credits & Description

Category: Toiletries & Pharmaceuticals
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE STAIN RELEASE
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Creative Director: Dale Doyle (Landor Associates)
Creative: Amy Verhoff (Landor Associates)
Creative: Daniel Seol (Landor Associates)
Account Director: Noelle Flood (Landor Associates)
Account Manager: Rebecca Moses (Landor Associates)
Account Manager: Jon Kline (Landor Associates)
Design Manager: Brian Rice (Proctor & Gamble)
Media placement: Tide Stain Release - Liquid - National Retail - 1 July 2009
Media placement: Tide Stain Release - Powder - National Retail - 1 July 2009
Media placement: Tide Stain Release - Duo Pacs - National Retail - 1 July 2009

Describe the challenges and key objectives
Tide Stain Release promised to be “the miracle” for the additives category with innovative forms, an improved usage experience, and breakthrough product performance to remove the toughest stains the first time. The challenge was two-fold. First, Tide needed to break through the overwhelming clutter of the competition and become a powerful presence in the category. Secondly we needed to differentiate these new in-wash boosters from detergents.

Describe the brief from the client
Despite a proliferation of brands in the laundry additive/stain removal category promising superior stain removal, consumers believe there is only a 50% chance her current product will get the job done. She is actively looking for more effective and easy-to-use products that will improve her laundry process and the results. Tide, the brand that invented the laundry category, leveraged its trusted stain removal equity to reinvent stain remover additives with the introduction of Tide Stain Release in-wash boosters.

Describe how you arrived at the final design
Tide’s iconic bullseye and orange met our first objective of creating a Tide destination in the additives category. The challenge was to also create sufficient differentiation from detergents for Tide’s first in-wash booster line. Our internal inspiration came from showing that this product could deliver the miracle of fabric rescue. We created a technological expression of fabric fibres to telegraphically show consumers where the product works its’ magic. The white pings of light signal the end-benefit of miraculous clean. The end result is a product that proudly celebrates its Tide heritage in a new, innovative way.

Give some indication of how successful the outcome was in the market
Tide Stain Release was awarded the 2010 Laundry Product of the Year in an independent survey of 60,000 consumers. Tide Stain Release is over-delivering awareness goals with in-store being the # 1 driver of visibility. The initiative achieved year one share goals in just seven months!