Cannes Lions

Turbocharged Tide Bottle

ARC WORLDWIDE, Chicago / PROCTER & GAMBLE / 2016

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Overview

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Credits

Overview

Description

To ignite interest and captivate our retailer’s attention we took the iconic Tide bottle – and turbocharged it – dramatizing the new formula’s speed, power and unbeatable performance.

Execution

We turned an otherwise boring sales kit into a customized, feature presentation by turning the iconic Tide bottle into an armor-plated superhero of performance. The bottle’s look and sound matched its high-end promise of performance — premium, powerful and fast.

Outcome

•Sales of Tide HE have grown 114 IYA since the launch in March 2015 – xAOC Nielsen data latest 52W w/e 3/19/16

•Tide HE has grown $ share by +2.6 points over the same period – xAOC Nielsen data latest 52W w/e 3/19/16

•Distribution (TDPs) of Tide HE has grown 113 IYA – xAOC Nielsen data latest 52W w/e 3/19/16

•Tide HE Household penetration has grown at a 102 IYA since the launch – Nielsen panel 52 week rolling data ending Feb 16

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