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Stainbroidery

Agency Network: 
Published/Aired: 
June 2009
Tide:  Stainbroidery
Tide Ambient Ad -  Stainbroidery

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.

Ambient advertisement created by Leo Burnett, India for Tide, within the category: House, Garden.

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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NatalieM's picture

Neat. I wish I could unravel that stain.

-Natalie
http://www.nataliemarion.com

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

Guest's picture

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

Guest
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Exactly what would compel me to pull the tag?

Guest
houqiaoli's picture

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

houqiaoli
Activity Score 60
Copywriter
vipin's picture

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

vipin
Activity Score 148
Other at Advertising |

Vipin

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"borrowed" controversial lions win :|

Guest
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"borrowed" idea. controversial cannes win :|

Guest
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