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.

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.

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!