Request For Proposal presentation for Tide Dry Cleaners store launch package. Credits: Photoshop Creatives: Merwyn Xavier. Taxi Reel: No copyright intended. All rights go to Taxi Advertising Agency Canada.

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TIDE DRY CLEANERS
Presented by:
Christine Ma
Merwyn Xavier
Ruan Van Gend

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ABOUT TAXI 3
• TAXI 3 is a specialized agency that spun-off from TAXI helping
socially-conscious businesses with communication in a
creative and fun way.
• "We make being environmentally pro-active easy to do by
simply making it a part of your life.”
• We add relevancy to a client’s products and services. Without
losing the brand’s core message.

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TAXI REEL
See what we can do for you.

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INTRO: TIDE DRY CLEANING
• Tide is a leader in the laundry cleaning field
with innovative products:
• "Tide Stain Release" for at-home laundry
cleaning.
• "Tide To-Go Pen" making stain removal
quick, portable and convenient.
• Now, Tide has extended its brand to cover
the dry cleaning market.

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THE CHALLENGE
• Tide detergent expanding into dry-
cleaning
• Launching franchises across the US
• Customers trust Tide and they know
P&G is behind it
• Each “Tide dry-cleaners” will feature a
double-lane drive-through with lockers
• Target eco-conscious consumers
• Will charge no-more than industry
average

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PROJECT BACKGROUND
• Tide identified potential locations in Canada
• P&G’s agency in charge of brand awareness
• Looking for agency to develop and manage launches of new
locations

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RFP REQUEST
• Develop & recommend new launch package
• Support new Tide Dry Cleaner franchise
• Budget: $300,000.00
• Media and Production

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PROPOSAL
• Launch campaign 6 – 7 weeks before official opening
• Use media that can focus on certain geographical areas
– Out-of-home, Newspapers, Digital
• Use creative methods to grab customers attention
• Inform customer of benefits and competitive advantages
• Create traffic and keep customers informed
• Campaign will run additional two weeks following launch

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STRATEGIC RATIONALE
• Out-of-Home (OOH)
• Digital - Social Media, Apps
• Newspaper – FSI (Local)

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OOH
• Target geographically
• Scope for innovation
• Reasonable cost

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DIGITAL
• A prime and cost effective medium
• Viral – Social Media
• Facebook, Twitter
• Contest
• Mobile app (post launch)

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PRINT
• Newspaper (FSI)
• Promotions - Coupons

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BUDGET ALLOCATION
BUDGET - $300,000
Print, 15.4%
OOH
Digital, 20% Digital
OOH, 64.6% Print

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POST-LAUNCH PROMOTIONS
• Tide products – instore
• On pack/ bill - “$1 off your next dry cleaning”
• Cross ruff – other Tide and P&G products
• Events – Sponsorship, Donations

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THANK YOU