Procter & Gamble

Kevin Crociata, Marketing Director
Suzanne Watson, Associate Marketing Director
Mark Christenson, Brand Manager
Pete Carter, Marketing Director/BBIC

Saatchi & Saatchi *Lead Agency

Wanda Pogue, SVP/Global Planning Director
Julie Dombreval, VP/Planning Director
Maru Kopelowicz, SVP/Global Creative Director
Andrea Diquez, SVP/Global Equity Director
Gus Marmarinos, VP/Management Supervisor
Joanne Miserandino, EVP/Global Equity Director

SMG United *Lead Agency

Digitas

Integer Group

DeVries Public Relations

The faltering economy made it increasingly difficult for Tide to justify its price premium as people were forced to budget every penny spent. Consequently, Tide began losing share and household penetration. To overcome the problem, we created an idea rooted in something people cared about: self-expression and personal style. We celebrated that what people wear is up to them, but keeping clothes looking their best is up to Tide. We showed Tide's cleaning helps convey the best of people's personal style. The idea successfully increased share and reversed household penetration decline.