Brand | PROCTER & GAMBLE |
Product/Service | TIDE |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Integrated Campaign Led By Promo & Activation |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Sales Promotion/Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
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
Sent to select customers from the Tide database and to fashion/lifestyle editors, prominent
fashion bloggers as well as leaders in environmental organizations, the bags generated such
a positive response from shoppers in the United Arab Emirates that Tide is currently planning
on developing the bags on a regional scale.
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.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Peter Bidenko/Malek Ghorayeb |
Leo Burnett Dubai |
Regional Executive Creative Director |
Mohamed Oudaha |
Leo Burnett Dubai |
Creative Director |
Dima Kronfol |
Leo Burnett Dubai |
Senior Art Director |
Rafael Rizuto |
Leo Burnett Dubai |
Senior Art Director |
Nabil Rashid |
Leo Burnett Dubai |
Senior Copywriter |
Sachin Mendonca |
Leo Burnett Dubai |
Communication Manager |
Francis Contreras |
Leo Burnett Dubai |
Photographer |
Murid Rahhal |
Leo Burnett Dubai |
Interactive Designer |
Praveen Kumar |
Leo Burnett Dubai |
Production Executive |