2012 Winners & Shortlists

The Campaign

The United Arab Emirates currently consumes a shocking 20 billion plastic bags a year. While we may not think a simple grocery trip is harmful to our environment, our collective use of plastic bags is a huge cause of concern. Targeting existing shoppers, our objective was to demonstrate Tide's outstanding cleaning results while creating a positive change in shopper behavior. 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 and using over and over again, demonstrating Tide's cleanliness claim: whiteness guaranteed. The Tide Smart Bags were sent to select customers from the Tide database and to fashion/lifestyle editors, prominent fashion bloggers as well as leaders in environmental organizations.

Success of the Campaign

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

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The bags, along with a box of Tide and a marker, were distributed 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.