The United Arab Emirates currently consumes a shocking 20 billion plastic bags a year. While we may not think a simple grocery trip is harmful to our environment, our collective use of plastic bags is a huge cause of concern. Targeting existing shoppers, our objective was to demonstrate Tide’s outstanding cleaning results while creating a positive change in shopper behaviour.

In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modelled after a notepad, the Tide Smart Bag transforms into an instant grocery list that can be washed and using over and over again, demonstrating Tide’s cleanliness claim: whiteness guaranteed. The Tide Smart Bags were sent to select customers from the Tide database and to fashion/lifestyle editors, prominent fashion bloggers as well as leaders in environmental organizations.

In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modeled after a notepad, the Tide Smart Bag transforms into an instant grocery list that can be washed with Tide and used over and over again, providing people with an eco-friendly accessory on future shopping trips.The bags, along with a box of Tide and a marker, were sent to leading fashion/lifestyle writers and bloggers to maximize word of mouth. Our aim was to position the Tide Smart Bag as an environmentally sound and stylish companion for every grocery trip.

The Tide Smart Bag positively re-enforced the brand’s dedication to an ecological cause and demonstrated its superiority as a cleaning product. The bags generated such a positive response from patrons in the United Arab Emirates that Tide is currently planning on developing the bags on a regional scale.