2010 Winners & Shortlists

Results and Effectiveness

Tide achieved the unachievable. A staggering record of 640,000 garments was collected, exceeding the initial 500,000 target. Tide had captured the joy of Eid, and managed to bring a smile to the faces of those less fortunate - Thereby reasserting its position as the people’s brand. Over this time, Tide’s market share increased by +2 and the initiative drove trial by +7.

Creative Execution

Tide partnered with Resala, which is one of the biggest and most credible charity organizations in Egypt. Together they orchestrated a mega media campaign under the umbrella message “Dress the needy in Eid.” A popular Egyptian singer was selected as the ambassador for this mission, which was advocated by the Minister of Social Solidarity. The first-ever branded donation pick-up service was created and promoters were sent to pick up clothes, which were then handed out in a large-scale event on the eve of Eid. To make this event an even greater success, Tide decided to give away one garment for each pack sold during the holy month of Ramadan. The initiative was widely publicized through a mass media TV and print campaign, announcing the call number and updates about the number of garments collected so far.

Insights, Strategy and the Idea

In the midst of all the confusing, price-driven communication employed during Ramadan, Tide decided to focus on what’s more important: its customers. Tide’s goal was to bring a smile to everyone, because everyone deserves a happy Eid. Ramadan is a time to give to the needy, and it is customary that at the end of this holy month everyone dresses up in their newest clothes. Sadly, not everyone is fortunate enough to afford new clothes. Tide, with its established history in social responsibility and being an expert in clothes-care, took the initiative of bringing together those who want to help and those who are in need. The mission was to raise 500,000 garments through charity and give them out to those who are less fortunate. Tide offered to pick up clothes from those willing to donate, which would then be washed with Tide, ironed and given out to those in need. Stain-free and looking just like new.