Tide Marketing Campaign
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This was a student project in which I created a marketing campaign based on past campaigns, new and old research and all while staying conscious of the existing brand.
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Tide Marketing Campaign
- 2. Creative Brief Tide is a laundry detergent composed of nineteen different household-friendly chemicals and has been the leading choice of laundry detergent since the product was brought to the United States in 1946. This campaign will be predominantly featured as a single page advertisement within a magazine, but will expand to include a variety of different advertising mediums including billboards, bus kiosks and more. Our target demographic expand to include fema l es, mainl y mothers, housewives and/or the person who does m a j or i t y of th e l a und r y i n m o s t households, ranging from ages 25 to 40 and residing in North America.
- 3. Research Ingredients - Alcoholethoxy Sulfate Linear Alkylbenzene Sulfonate Citric Acid Borax Alcohol Sulfate Sodium Hydroxide Polyethyleneimine Ethoxylate Sodium Fatty Acids Protease Laureth-9 Diquaternium Ethoxy Sulfate Lauramine Oxide Fragrance Sodium Salt Amylase Mannanase Pectinase LiquitintTM Blue Dipropylethyl Tetraamine Price Comparison Tide vs Competition 50.0 oz / ~32 loads 8.99 vs 5.99 - Purex 7.99 - Gain 6.99 - All 6.99 - Arm & Hammer *Based on Walgreens pricing
- 4. Research Positive or Negative Brand Image 80 + Positive Brand Image % overall customer satisfaction * Surveys show that, while Tide products rank higher than ma jority of competitor brands in terms of customer satisfaction, many comments and reviews have been said that a recent change in scent has left a small but notable amount of consumers unsatisfied with the current product. Regardless, Tide continues to rank above competitors. Strengths - Light lasting fragrance - Strong versatile formula - Large product family Main User Benefit The main benefit that Tide users have over other brands is through the use of the products ke y feature. Freshness Renewal technology ensures that users have fresh clothes throughout the day. Key Feature Of all the benefits that Tide consumers get from using the product it’s key feature is it’s use of our patented Freshness Renewal technology. Weakness - Generally more expensive
- 5. Word List Laundry Clean Fresh Fragrant Light Spring Wash Clothes Scent Nose Comfort Relaxing Seasonal Love Vacation Dirty Smell Intoxicating Vibrant Detergent Long-lasting Tough Seaside Recyclable Tide Water Stain fighting Lilac Happy Green (Eco) Mom Growing Light Earthy Natural Reliable Consistent Value Vibrant Superior Number 1! Cleansing Tropical Champion Refreshing Easy Affordable Gentle Floral Hygienic
- 6. Headlines Twist “It’s like a vacation for your washing machine.” “Get dirty, we’ve got your back.” Question “Dirty?” “Need Help?” Double Meaning “It’s time to do some heavy lifting.” “------” Contradiction “Fighting has never gotten you into less trouble.” “It’s not easy being number one.” Pun “The Tide is changing.” “It’s like getting socked in the face.”
- 7. Taglines Functional “No one should have to fight stains alone.” “Winning has never smelled so good.” Character Driven “Reliability in a bottle.” “We’re not number one for nothing.” Aligned with a Category “----------.” “A whole new level of laundry.” Aspirational “Clean up your act.” “From dirty to done.”
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- 12. Body Copy Tide is has been voted number one in lifting even the heaviest messes out of your favorite clothes for the past eleven years and our new Acti-Lift formula makes it even more effective. If you want the best heavy lifter in the country, keep choosing Tide and we'll keep making room on our trophy wall.
- 13. Comprehensive Sketch Reference Fighting has never gotten you into less trouble.
- 15. Illustrator Bill Greenhead New Jersey Illustrator Website theispot.com/bgreenhead illustrationweb.com/artists/BillGreenhead/profile
- 16. Illustrator Andy Hammond New Jersey Illustrator Website saahub.com/illustrator/Andy-Hammond/5800 illustrationweb.com/artists/AndyHammond/profile
- 18. Beyond Print
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