2012 Winners & Shortlists

The Brief

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 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, we wanted to demonstrate Tide's outstanding cleaning results while creating a positive change in shopper behavior.

Describe how the promotion developed from concept to implementation

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 were distributed along with a box of Tide and a marker.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

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 optimistic 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.