2012 Winners & Shortlists

The Brief

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 behavior. 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.

Creative Execution

Washing detergents are a staple part of every grocery list. Regarded as one of the world's most trusted brands, Tide's Smart Bag positively re-enforces the brand's dedication to an ecological cause. By creating a shopping solution that is both useful and enjoyable to use, Tide was able to demonstrate its superiority as a cleaning product as well as a proponent in environmental causes.

Describe the creative solution to the brief/objective.

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.

Results

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