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Elle Tolman1110

Tide is a laundry detergent composed of nineteen different household-friendly chemicals and has been the leading choice of laundry detergent since the product was brought to the United States in 1946.

Our target demographic expand to include females, mainl y mothers, housewives and/or the person who does ma jority of the laundry in most households, ranging from ages 25 to 40 and residing in North America.

This campaign will be predominantly featured as a single page advertisement within a magazine, but will expand to include a variety of different advertising mediums including billboards, bus kiosks and more.

Creative Brief

- Alcoholethoxy Sulfate

- Linear Alkylbenzene Sulfonate

- Citric Acid

- Borax

- Alcohol Sulfate

- Sodium Hydroxide

- Polyethyleneimine Ethoxylate

- Sodium Fatty Acids

- Protease

- Laureth-9

- Diquaternium Ethoxy Sulfate

- Lauramine Oxide

- Fragrance

- Sodium Salt

- Amylase

- Mannanase

- Pectinase

- LiquitintTM Blue

- Dipropylethyl Tetraamine

Ingredients

Research

Tide vs Competition50.0 oz / ~32 loads

- Purex- Gain- All- Arm & Hammer

8.99 vs 5.99

7.996.996.99

Price Comparison

*Based on Walgreens pricing

Research

Main User Benefit

Positive or Negative Brand Image Strengths- Light lasting fragrance

- Strong versatile formula

- Large product family

Weakness- Generally more expensive

Key Feature

The main benefit that Tide users have over o t h e r b r a n d s i s through the use of the products ke y feature.

Freshness Renewal technology ensures that users have fresh clothes throughout the day.

Of all the benefits that Tide consumers get from using the product it’s key feature is it’s use of our patented Freshness Renewal technology.

* Surveys show that, while Tide products rank higher than majority of competitor brands in terms of customer satisfaction, many comments and reviews have been said that a recent change in scent has left a small but notable amount of consumers unsatisfied with the current product. Regardless, Tide continues to rank above competitors.

80 % overall customersatisfaction

+ Positive Brand Image

Word List

Laundry

Clean

Fresh

Fragrant

Light

Spring

Wash

Clothes

Scent

Nose

Comfort

Relaxing

Seasonal

Love

Vacation

Dirty Smell

Intoxicating

Vibrant

Detergent

Long-lasting

Tough Seaside

Recyclable

Tide

Water

Stain fighting Lilac

Happy

Green (Eco)

Mom

Growing

Light

Earthy

Natural

Reliable

Consistent

Value

Vibrant

Superior

Number 1! Cleansing

Tropical

Champion Refreshing

Easy

Affordable

Gentle

Floral

Hygienic

Headlines

Twist “It’s like a vacation for your washing machine.”

“Get dirty, we’ve got your back.”

Question “Dirty?”

“Need Help?”

Double Meaning

“It’s time to do some heavy lifting.”

“------”

Contradiction “Fighting has never gotten you into less trouble.”

“It’s not easy being number one.”

Pun “The Tide is changing.”

“It’s like getting socked in the face.”

Taglines

Functional “No one should have to fight stains alone.”

“Winning has never smelled so good.”

CharacterDriven

“Reliability in a bottle.”

“We’re not number one for nothing.”

Aligned witha Category

“----------.”

“A whole new level of laundry.”

Aspirational “Clean up your act.”

“From dirty to done.”

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Preliminary Sketches

Body Copy

Tide is has been voted number one in lifting even the heaviest

messes out of your favorite clothes for the past eleven years and our new Acti-Lift formula makes it even more effective. If you

want the best heavy lifter in the country, keep choosing Tide and

we'll keep making room on our trophy wall.

Comprehensive Sketch Reference

Fighting has never gotten you into less trouble.

Final Advertisement

Illustrator

Bill GreenheadNew Jersey Illustrator

theispot.com/bgreenhead

illustrationweb.com/artists/BillGreenhead/profile

Website

Illustrator

Andy HammondNew Jersey Illustrator

saahub.com/illustrator/Andy-Hammond/5800

illustrationweb.com/artists/AndyHammond/profile

Website

Illustrator

Jason HawkinsGeorgia Illustrator

kailinart.com/artists/jason-hawkins/

illustrationweb.com/artists/JasonHawkins/profile

Website

Beyond Print

Beyond Print

Beyond Print

Beyond Print