Tide Promo BETTY WHITE by Saatchi & Saatchi New York

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Industry Washing powders & Detergents
Media Promo & PR
Market United States
Agency Saatchi & Saatchi New York
Director Russell Bates
Executive Creative Director Maru Kopelowicz
Creative Director Susan Young, Daniela Teixeira Vojta
Art Director David Hong, Dana Bruington
Copywriter Lincoln Boehm, Laura Holmes
Designer Heidi Ng, Louis Hess
Photographer Martin Schoeller Studio
Released May 2013

Credits & Description

Advertiser: P&G
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: BETTY WHITE
Agency Account Team: Caitlin Reynolds (Saatchi/Saatchi)
Chief Creative Officer: Conway Williamson (Saatchi/Saatchi)
Art Director: Dana Bruington (Saatchi/Saatchi)
Designer: Heidi Ng (Saatchi/Saatchi)
Photographer: Martin Schoeller (Saatchi/Saatchi)
Executive Producer: Liz Sloane (Saatchi/Saatchi)
Designer: Louis Hess (Saatchi/Saatchi)
Executive Creative Director: Maru Kopelowicz (Saatchi/Saatchi)
Director: Russell Bates (Crossroads Films)
Agency Account Team: Ryan Martin (Saatchi/Saatchi)
Creative Director: Susan Young (Saatchi/Saatchi)
Lead Creative Technologist: Steve Nowicki (Saatchi/Saatchi)
Copywriter: Lincoln Boehm (Saatchi/Saatchi)
Agency Account Team: Mark Rolland (Saatchi/Saatchi)
Creative Director: Daniela Vojta (Saatchi/Saatchi)
Art Director: David Hong (Saatchi/Saatchi)
Art Buyer: Hosanna Marshall (Saatchi/Saatchi)
Copywriter: Laura Holmes (Saatchi/Saatchi)

Business results and effectiveness: Increased Tide Facebook fans by 500K. Total campaign impressions were over 300,000,000.

We used Betty White for her last name and her penchant for rule breaking.

Client Brief Or Objective
Wearing white clothes comes with a lot of rules: Don't wear when eating messy food. Don't wear on public transportation. But now with Tide Vivid, you can "Break the Rules of White."

Objective: Own the whiteness segment in laundry by repositioning Tide plus Bleach and launching a new additive (Tide Vivid Boost). To own the whiteness segment and message the name change of Tide plus Bleach, and the launch of Tide Vivid Boost, we brought in Betty White to get the message out there in a full 360 marketing campaign. But why Betty? Her last name and her natural way of being a rule breaker. This fit perfectly with our "Break the Rules of White" campaign.