To create an innovative campaign to bring alive the fact that Tide cleans with such proficiency that you need just a little bit to do the trick.

Consumers no longer believe in complicated claims and scientific product stories. They want to see how the product really works.

Also, people enjoy interacting with ideas rather than just being talked to about themUsing this simple human truth, we illustrated the benefit of Tide’s stain removal capability with less quantity through an interactive campaign, ‘Fold-a-Stain’.

This simple product demonstration showcased the ease with which one could remove stains from garments and helped change the consumer belief that garments which have been stained cannot look as good as new using lesser amounts of detergent.

The simple interaction between the consumer and the campaign (By folding the paper stain into the Tide sachet) saw a very favourable response as they witnessed firsthand the power of Tide’s superior cleaning.This campaign managed to delight the consumer through the fun, interactive product demonstration of Fold-a-Stain. This allowed the consumer to easily understand the product benefit of superior stain removal at lesser quantity of Tide through a memorable experience that they would share with their family & friends.

This led to consumer trials which exceeded expectations