Wednesday, June 24, 2009

Tide Detergents "Stainbroidery"

Sampling exercise to giveaway free sachet packs of Tide. 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. Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand. The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide. Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Mumbai, India.