Tide: Stainbroidery

Brief:
Sampling exercise to giveaway free sachet packs of Tide.

Implementation:
Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind.

Results:
Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand.

Why the method of promotion was most relevant to the product:
The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide.

Advertising Agency: Leo Burnett, Mumbai, India
National Creative Director: Kv Sridhar
Executive Creative Director: Kb Vinod Leo Burnett India
Art Directors: Nishant Jethi Leo Burnett India
Illustrator: Nishant Jethi
Account Servicing: Gaurav Lalwani
Account Servicing: Sharan Sabhachandani
Embroiderer: Seyam
Copywriter: Kb Vinod

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9 comments

NatalieM's picture
NatalieM
1687 pencils

Neat. I wish I could unravel that stain.

-Natalie
http://www.nataliemarion.com

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Guest

One would think you'd know what you've seen before considering you insist on commenting on EVERY fucking ad here.

http://adsoftheworld.com/media/print/ariel_red_wine

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Guest
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Guest
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Guest

Exactly what would compel me to pull the tag?

houqiaoli's picture
houqiaoli
60 pencils

it is just like a little game ....an interest of playing would push me to pull the tag to see the stain embroidery dissappear....

vipin's picture
vipin
148 pencils

very very nice... I proud of this idea and you.... nishant... its very very nice...

Me is vipin

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Guest

"borrowed" controversial lions win :|

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Guest

"borrowed" idea. controversial cannes win :|

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