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Tide Ad super bowl
- 2. Subject: telling the viewers that every commercial is really just a Tide ad. purpose: The purpose of this commercial is • to make people want to buy Tide products. • to bring brand equity in very fresh, humorous and new way
- 3. The occasion of this commercial is the Superbowl. OCCASSION The main voice for this commercial is David Harbour, but the speaker behind the commercial is Tide. SPEAKER • Americans that are watching the Superbowl and the commercials. • The other audience would be people who like to wash their clothes/have clean clothes.. AUDIENCE
- 4. Tide Ad is a celebrity Endorsment Since David Harbour, who plays American Chief Officer Jim Hopper in a Netflix Original series, it is a celebrity endorsement which worked well among audiences in a humorous way. According to Statista, Tide is the leading laundry detergent brand. This explains why the ad wasn't necessarily hard selling. Instead, this ad was made to boost brand likability and maintain market share.
- 5. The Tide Ad Superbowl Campaign: • 4 ads, totaling at 90 seconds • One 45-sec ad • Three follow-up 15-sec ads What make a tide Ad differentiated from others ? it enabled people to remember the ad even if they were viewing the ad with low involvement • Mimicked other typical Super Bowl ads Used humor as their ad appeal • Used humor and imagery as their advertising technique Featured David Harbour as the star of the ads The shirts on the actors are amazingly clean and bright. The idea here seems that it's better to show the benefits of the product rather than tell prospects it works The hashtag is #TideAd
- 6. • Simple and brilliant • The five best ads on SUPER BOWL from tide to tide • Since they used every logos to make every commercial , people think the only way to get clean clothes is using tide Tide could engage well with audiences in spite of being considered as an old brand It could convey its message well that every thing is clean by using tide product Time: Tide won the SUPER BOWL was this campaign effective?
- 7. The powerful psychological tool of surprise 1 The tone of this commercial is very humorous, lighthearted, entertaining, and happy. 2 Had you thinking every ad might be a Tide ad Very memorable 3 Used a more B-list actor who recently has reached mainstream fame by starring in the Netflix original, "Stranger Things" 4 • Much more involved than a typical Super Bowl ad. • Contrasted traditional Super Bowl ads 5 Reasons for success Add a little bit of body text Add a little bit of body text
- 8. Creative 47% Reach 22% brand 15% Targeting 9% Recency 5% Context 2% Theeffectivepowerof creative The Creative Idea • Brainstorming stains • Brainstorming the opposite: cleanliness • On TV everyone is always perfectly clean • Brand Truth: Every Ad is a Tide Ad • Tide team insisted Saatchi stop all other ideas
- 9. Results 680 NEWS OUTLETS 3.6 BILLIONS IMPRESSION 35% SALES GROWTH If you check Tide Instagram, you are convinced that Tide needs to add more posts for customers to involve them Therefor , It is suggested tide acts more on its instgarm
- 10. Worked-cited Happi Magazine. "Sales Share of The Leading 10 Liquid Laundry Detergent Brands of The United States in 2018." Statista, Statista Inc., 1 Sep 2018, https://www-statista-com.libaccess.senecacollege.ca/statistics/251472/sales- share-of-the-leading-10-liquid-laundry-detergent-brands-of-the-us/ Reporters, Marketing Week. “Watch Ritson Analyse the Effectiveness of Tide's 2018 Super Bowl Ad.” Marketing Week, 6 Aug. 2019, www.marketingweek.com/mark-ritson-tide-super-bowl-ad-effectiveness/. “Tide / ‘It's a Tide Ad’ Super Bowl Campaign.” The One Club / Next Creative Leaders Winers Archive, www.oneclub.org/awards/nextcreativeleaders/-award/34586/its-a-tide-ad-super-bowl-campaign.