Tide Promo, Case study THE TIDE SMART BAG by Leo Burnett Dubai

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb, Peter Bidenko Creative Director
Creative Director Mohamed Oudaha
Released April 2011


Caples Awards 2011
Direct Mail & Print Direct mail dimensional, under $5 cost per piece Bronze

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Apr 17 2011
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Creative Director: Mohamed Oudaha (Leo Burnett)
Senior Art Director: Rafael Rizuto (Leo Burnett)
Senior Copywriter: Nabil Rashid (Leo Burnett)
Senior Art Director: Dima Kronfol (Leo Burnett)
Interactive Designer: Murid Rahhal (Leo Burnett)
Communication Manager: Sachin Mendonca (Leo Burnett)
ABM Shopper Marketing: Karim Abdelmoniem (Procter & Gamble)
Fashion Designer: Beka Goedde/Rachel Ostrow (E for Effort)
Interactive Designer: Murid Rahhal (Leo Burnett)
Production Executive: Praveen Kumar (Leo Burnett)
Regional Executive Creative Director: Peter Bidenko
Media placement: Promotion - Malls/In-Store - 17/04/2011
Media placement: DM - P&G Database - 17/04/2011
Media placement: PR - Fashion And Lifestyle Editors/environmental Organizations - 17/04/2011
Insights, Strategy & the Idea
In the laundry-washing category, TIDE is one of the leading drivers in innovative & eco-friendly products. Targeting existing shoppers that use plastic bags, our objective was to demonstrate TIDE’s outstanding cleaning results while creating a positive change in shopper behaviour.
The United Arab Emirates currently consumes a shocking 20 billion plastic bags a year. So devastating is this figure that the Minister of Environment & Water set strict measures for the UAE to be plastic-bag free by 2013. And while we many not think a simple grocery trip is harmful to our environment; our collective use of plastic bags is a huge cause of concern.
Creative Execution
In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modelled after a notepad, the TIDE Smart Bag transforms into an instant grocery list that can be washed with TIDE and used over and over again, providing people with an eco-friendly accessory on future shopping trips.
The bags, along with a box of TIDE and a marker, were sent to leading fashion/lifestyle writers and bloggers to maximize word of mouth. Our aim was to position the TIDE Smart Bag as an environmentally sound and stylish companion for every grocery trip.
Results and Effectiveness
The TIDE Smart Bag positively re-enforced the brand’s dedication to an ecological cause and demonstrated its superiority as a cleaning product. The bags generated such a positive response from patrons in the United Arab Emirates that TIDE is currently planning on developing the bags on a regional scale.