CLIENT
Procter & Gamble
Kevin Burke, Mktg. Director
Julie Woffington, Associate Mktg. Dir.
Sally Sarratt, Brand Mgr.
Sean Regan, Assistant Brand Mgr.
Geoff Tabachnick, Assistant Brand Mgr.
Pete Carter, Advertising Development
AGENCY
Saatchi & Saatchi New York *Lead Agency
Chris Foster, Global Equity Dir.
Andrea Diquez, SVP- Management Dir.
Sarah Beaumont, VP- Management Supervisor
Wanda Pogue, Strategic Planning Dir.
Beth Galloway, Account Executive
Michael Vaughan, VP- Associate Creative Dir.
SMG United Chicago
SUMMARY
This campaign for the launch of Tide to Go marked the first time that the brand name debuted out of the laundry room. The communications idea, "stain rescue on the go," drove all elements of the holistic campaign, including TV, cinema, print, PR, couponing and interactive. The campaign has delivered on the objectives of driving sales and awareness and has paved the way for a portable stain remover category. In addition, copy test scores exceeded criteria for new products, and some measures were record-breaking for Tide.
