Dramatise whiteness, as Tide brand equity, in an authentic and memorable way.

Generated word of mouth + free PR; provoked 60% purchase intent, produced ample response for low budget.

In many shopping malls there are circular lamps built into the floor; a totally useless thing, if you ask us. Who'd thought that it would take a mere sticker to turn it into catchy reminder of the cleaning powers of Tide for washing machines?

Rejuvenated whiteness as Tide brand equity for our target audience in point of purchase areas, Tide was able to connect with its target audience to improve on its imagery attributes.