The Tide benefit was highlighted through a stain which could be folded. All the reader had to do was intuitively fold the stain on the character’s clothes in the magazine and see it get easily removed with a Re. 1 Tide sachet forming at the end of the folding process.The versatility of the Fold-a-Stain campaign lay in the fact that it was used to communicate stain removal with lesser amounts of Tide in an engaging context.The campaign was showcased in a leading consumer magazine, Star Weekly, and reached out to a nation-wide audience of over 60,000 households.

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 at lesser quantity of Tide through a memorable experience that they would share with their family & 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.