We carried out an activity in malls and supermarkets across select cities. Cutouts of shirts were placed in stores that sold Tide sachets and packs. Shoppers and onlookers were encouraged to fling specially designed ‘Splatter Tomatoes’ at the shirt. These tomatoes would stick on to the shirt like a ketchup stain and would fall off the shirt after a brief period. Tumbling into a waiting basket of tomatoes at the bottom of the cutout. Thus reinforcing the Tide proposition of being able to ‘Send stains back to where they belong’.

The sales of sachets and larger detergent packs went up by almost 57% in the stores that had undertaken this activity as compared to sales in other outlets. Right now, this activity is about to be taken on a national scale. But the most important part of this activity is that the client was able to engage the consumer in a virtual dialogue at exactly the most relevant time in his life. At the point of purchase.