Tide Advertisement
Client: Tide
Roles: Advertisement
Target Market: Women ages 18 to 54 years old, middle classes
USP: Provides good whitening and fragrance at low price
Research
History
The original Tide laundry detergent was a synthetic designed specifically for heavy-duty, machine cleaning. Tide was first introduced in U.S. test markets in 1946 as the world’s first heavy-duty detergent, with nationwide distribution accomplished in 1949. In 2006, the development of Tide was designated an ACS National Historic Chemical Landmark in recognition of its significance as the first heavy-duty synthetic detergent. As of January 2013 Tide has more than 30% of the liquid-detergent market, with more than twice as much in sales as the second most-popular brand Gain, although it costs about 50% more than the average liquid detergent.
Demographic
Tide targets women from across 18 years to 54 years. This is because women in this age category hold the power to make laundry decisions, also housewives are also considered an important part of the market segment as they are the ones who do the monthly shopping of home products. Tide is affordable for any middle class family. Tide hails from the big family of P&G, which even happens to be the company for Ariel, another detergent in competition with tide
Services and Products
Tide Original Scent Liquid Laundry Detergent
For an amazing clean you know and love, there’s only one original: Tide Original Scent Laundry Detergent. It’s revitalizing scent is infused with aloe and floral notes to help keep your family’s clothes smelling as great as they look.
Personal background
The story began in the 1930s. David “Dick” Byerly was a P&G scientist who was determined to develop the world’s first heavy duty detergent which would allow for a clean better than any other product available. After 7 years of experimenting the project was cancelled but he kept working on it in his spare time. After 14 years he finally created a prototype product that was quickly named Tide. Tide launched in 1947 and was called The Washday Miracle. Since 1949, Tide has been the leading laundry detergent in the US.
Circumstance
A designer was needed because they wanted to do an advertisement that wasn’t just showing their products but what their product can do.
SWOT
4P
Product: Tide detergent for clothes is a leading brand offered by P&G. Tide predominantly being a detergent product used for washing purpose, it offers a wide range of product in its marketing mix serving the above purpose. Different product categories within Tide include Pacs, Liquid, HE Liquid, Powder, Stain Remover, Laundry Booster, etc. which indicates various forms of Tide being available. Also products are classified based on the benefit offered by each of it like detergents for stain removal, odour removal, freshness/scent, whiteness, bright colours, sensitive and additives. This provides consumers wide range of choices based on his preferences. Another area where P&G has worked over the brand has been the package design of each product, the colour yellow and orange have been widely associated with Tide. Thus with combination of higher visibility in terms of design of packaging and quality offerings Tide has been in forefront with consumers.
Price: Tide has always considered prices as per competition offering. In terms of pricing it has been comparable to its competitors like Surf Excel, Ariel, Sunlight Nirma etc. The major observation is that Tide has generally adopted market follower pricing in its marketing mix and has been on lower side compared to some of the other competitors. P&G clearly wants the retailers and sellers to identify the product of higher quality and thereby in terms of pricing it has been higher to some other brands.
Tide has proven successful in some of the markets in developing country which are highly price sensitive. Consumers perceive Tide to be quality product in terms of mid-range priced products. This pricing strategy has proved beneficial in long term for the brand.
Place: Tide has a strong reach owing to its parent brand. P&G has strong distribution network enabling it to reach almost every marketplace for Tide. Detergent being convenience products are normally sold through retailers, mom and pops store, shopping centres and malls department store etc. Tide has its presence in all such distribution medium and hence has been able to gain considerable market share across the world. Also the product has prominence in the shelf of shops thereby gaining better visibility. Therefore its core strategy remains reaching the largest of consumer base so that they do not prefer substitute product in the place of Tide. The brand has also strong presence in online markets and are also made available through various commence websites.
Promotion: Tide has always been aggressive in its marketing and advertising. In place of rising competition promotion plays a major role in gaining and retaining the customer base and also acts a differential factor for the brand. Tide advertisement has touched the chords of the consumers with very realistic display and eye catching. The major target audience for Tide brand through its commercial are homemakers and family primarily. Apart from TV commercials print advertisement in magazines and newspapers also play an important role. Therefore they design promotional campaigns such that the message is conveyed directly to the people who purchase the product. In terms of external campaigns Tide has also been the sponsors of NASCAR stock cars in USA popularly known as ‘Tide Ride’. Hence this concludes the marketing mix of Tide detergent brand.
Conpetitiver
- Rin
- Persil
- Uniliver’s Purex
Ideas
I only created two rough sketches of how to proceed the advertisement campaign. The first sketch is a man wearing a coloured shirt as the background. Symbolizing that Tide detergent will always keep your colours the same since you first bought it.
The second roughs is a shirt hanging on the laundry string. It’s a white shirt that you can see through it. Meaning that the shirt is so clean that you can see through it. The forest and the sun in the background means that if you use Tide on your laundry that it will keep it fresh like a summer breeze.
After looking at my roughs I though idea one was the best suited for the campaign. After I had my idea I went straight to digital. Once I got to the digital part of this design, I had to come up with a tagline. At first it was “Leave your colours the same” but that tagline was to basic and I had to come up with something more clever. That when “Keep your colours, coloured” came in to play. It was a good example of play on words. Once I got my tagline, It was a matter of where I was going to place it. I tried on top of the product but it looked a bit off, then I tried under the product and it just worked out perfectly.
Solution
I choose this approach to my design because the design can be infinite. For every colour out there, it can be used as a background colour in my design and the idea will always be there. I can choose the yellow or a blue even a neon colour and the idea will be there. The only thing is that the tagline will be only changed to black and white so it wont be distracted by the idea, but because it will be black and white it will still stand out depending on the colour of the background. Used the typeface Arial. Arial is an extremely versatile family of typefaces which can be used with equal success for text setting in reports, presentations, magazines etc, and for display use in newspapers, advertising and promotions.
Result
I believe the client will be satisfied because unlike their other advertisement it’s different in a way. Their advertisement usually just show their product like brands should do when promoting their product. With this advertisement it still shows what the product does in a creative direction. The creative brief was solved because I did intensive research, doing a SWOT analysis, and also doing the 4P. Once that was done I knew what I needed to do with this advertisement.
I learned to always do your research. Know your cleats and the brand, once you know what you need to know you’ll probably make a kick-ass advertisement for your client. This can be challenge specially if you client are only a year old in the business so they might not have all the research you need but that’s why you need to talk to the people that work there. Get their understand of the company they’re working for.
While doing this advertisement I heard my teacher say “Creativity is just connecting things” and that’s what I did in this campaign. I did the research and just connected everything I learned will creating this advertisement. I think it came out really good.
