Procter & Gamble

Raquel Rozas, Brand Manager
Uttam Mukherjee, Assistant Brand Manager

Conill *Lead Agency

Tom Lanktree, VP, Group Planning Director
Alejandra Rubio, Associate Planning Director
Tammie DeGrasse-Cabrera, Group Acct. Director
Viviana Surez, Acct. Supervisor
Marinet Quiones, Sr. Producer
Ricardo Chuecos, Copywriter
Carlos Godinez, Sr. Art Director

Starcom MediaVest Group *Lead Agency

FleishmanHillard

Mark Griffin, Director

How can Tide, the leader and premium detergent hold its position in an increasingly discounted, competitive market? At almost twice the price of competitors, Tide couldnt succeed based on a money proposition. We needed to make Tide relevant to our consumers and become part of their conversations. We leveraged the most valued event of the year, the 2014 FIFA World Cup, and organically embedded Tide into a clean conversation. Our message: Keep the Exchange Clean, allowed Tide to score the biggest GOAL and grow 18% ahead of the category.