Tide Marketing Campaign
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A Elle Tolman 1110
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This was a student project in which I created a marketing campaign based on past campaigns, new and old research and all while staying conscious of the existing brand.
Transcript of Tide Marketing Campaign
A
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.”
Thumbnails
Thumbnails
Thumbnails
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
![Marketing at Low Tide ECONorthwest [Autosaved] · Marketing at Low Tide. presentation assembled and given by Allison Tivnon, Marketing Director at ECONorthwest tivnon@econw.com |](https://static.fdocuments.us/doc/165x107/5fa4e27dfd080b3a2e167feb/marketing-at-low-tide-econorthwest-autosaved-marketing-at-low-tide-presentation.jpg)
