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Tide
Mi Tide

RAN IN: United States

CLIENT
Procter & Gamble

Mark Christenson, Brand Manager

AGENCY
Conill Advertising *Lead Agency

Rafael Ramirez - VP, Creative Director
Beatriz Del Amo - Client Services Director
Carlos Godinez - Sr. Art Director
Federico Hauri - Assoc. Creative Director
Cristina Lage - Acct. Supervisor
Ludwig Ortiz - Strategic Planning Director
Marinet Quiones - Sr. Producer
Alejandra Rubio - Strategic Planner
Ilyssa Schechter - Acct. Director


Starcom MediaVest Group


SUMMARY

To re-establish Latinas' emotional bond to Tide, the brand had to reduce their ignorance towards Tide's line of products and increase the value of these in their mind. Latinas needed to feel that Tide made each product exclusively for them and what they value most. The Mi Tide campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment and chose to engage with Latinas through their individuality and authenticity. Through this effort, the brand's market share grew and brand equity scores soared.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, OOH

Audience: Specific cultural or ethnic group, Women, Brand Influencers,Mothers

Objectives: Market share - increase

Type: Business to Consumer

Classification: National,Non-English

Language: English