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Tide

Stainbroidery

Agency: Leo Burnett

Description

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.

This professional campaign titled 'Stainbroidery' was published in India in June, 2009. It was created for the brand: Tide, by ad agency: Leo Burnett. This Ambient medium campaign is related to the House, Garden industry and contains 1 media asset. It was submitted over 14 years ago.

Credits

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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