CLIENT
Procter & Gamble
Kevin Burke, Mktg. Dir. Tide NA
Julie Woffington, Associate Mktg. Dir.
Sally Sarratt, Brand Mgr.
Suzanne Watson, Brand Mgr.
Peter Carter, Advertising Development
AGENCY
Barbara Boyle, SVP Group Creative Dir.
Michael Vaughan, VP - Associate Creative Dir. - Art
Neil Levin, VP - Associate Creative Dir. - Copy
Lea Ladera, Art Dir.
Sara Rose, Copywriter
Chris Foster, Global Equity Dir.
Andrea Diquez, SVP Management Dir.
Sarah Beaumont, VP Management Supervisor
Wanda Pogue, Strategic Planning Dir.
Beth Galloway, Account Supervisor
Gus Marmarinos, Account Supervisor
Greg Ritter, Assistant Account Executive
SUMMARY
After 5 years without a campaign and with the brand facing increasing competition and a consumer value issue, Tide needed to take action to become more relevant in the hearts and minds of women. To achieve our business objectives we elevated the category by breaking away from laundry-based conventions. We showed women that Tide makes a difference in something they truly care about - the clothes/fabrics that touch their lives. The Knows fabrics best campaign is based around insights about women and their fabrics. The campaign introduced a new modern design for the brand and launched in TV, print, interactive and cause related efforts.
