Cannes Lions

DETERGENTS

LEO BURNETT INDIA, Mumbai / PROCTER & GAMBLE / 2011

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Overview

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Credits

Overview

Execution

Consumers look for a detergent that gives superior cleaning results and is value for money.Taking a cue from this insight, the ‘Fold-a-stain’ campaign was created to meet the performance as well as value need of consumers. The simple act of folding a stain was able to engage the consumer and communicate the superior stain removal quality of Tide. After the stain is folded, one sees a small Re.1 sachet of Tide clearly communicating less powder required.

The campaign delighted consumers and in an innovative way helped them understand the effect of the detergent.

Outcome

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 with a lesser quantity of Tide, through a memorable experience that they would share with their family and friends.

The sampling exercise was a huge success as we were able to reach 60,000 households.

The value share for Tide was at 10.7% in the month of November ‘10. Post this activity, the value shares rose to 11.1% in January ‘11.This led to consumer trials which exceeded expectations.

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