Titel | Tide Smart Bag |
Agentur | |
Kampagne | Tide Smart Bag |
Werbende | Procter & Gamble |
Marke | Tide |
Datum der ersten Ausstrahlung/Veröffentlichung | 2011 / 4 |
Geschäftsbereich | Reinigungsprodukte & Waschmittel |
Story | In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modeled after a notepad, the Tide Smart Bag transforms into an instant grocery list that can be washed with Tide and used over and over again, providing people with an eco-friendly accessory on future shopping trips. The bags, along with a box of Tide and a marker, were sent to leading fashion/lifestyle writers and bloggers to maximize word of mouth. Our aim was to position the Tide Smart Bag as an environmentally sound and stylish companion for every grocery trip. |
Philosophie | In the laundry-washing category, TIDE is one of the leading drivers in innovative & eco-friendly products. Targeting existing shoppers that use plastic bags, our objective was to demonstrate TIDE’s outstanding cleaning results while creating a positive change in shopper behaviour. The United Arab Emirates currently consumes a shocking 20 billion plastic bags a year. So devastating is this figure that the Minister of Environment & Water set strict measures for the UAE to be plastic-bag free by 2013. And while we many not think a simple grocery trip is harmful to our environment; our collective use of plastic bags is a huge cause of concern. |
Problem | In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modelled after a notepad, the TIDE Smart Bag transforms into an instant grocery list that can be washed with TIDE and used over and over again, providing people with an eco-friendly accessory on future shopping trips. The bags, along with a box of TIDE and a marker, were sent to leading fashion/lifestyle writers and bloggers to maximize word of mouth. Our aim was to position the TIDE Smart Bag as an environmentally sound and stylish companion for every grocery trip. |
Ergebnis | Recognized as an environmentally safe and stylish companion, the Tide Smart Bag quickly caught the attention of the online community. In a matter of days the Tide Smart Bag collected over 3.000.000 media impressions on fashion/design blogs and magazines. By transforming the shopping experience into a sustainable one, Tide and all its customers are helping the United Arab Emirates meet its plastic free future. +7500 BLOGS +22,000 LIKES +12,000 TWEETS |
Medientyp | Direktmarketing |
Etatdirektor | Sachin Mendonca |
Texter | Nabil Rashid |
Art Director | Rafael Rizuto |
Art Director | Dima Kronfol |
Creative Director | Mohamed Oudaha |
Group Creative Director | Peter Bidenko |