Tide: The Miracle Stain

This case study describes a Super Bowl ad campaign for Tide, Procter & Gamble's laundry detergent brand, that sought to maintain leadership over competition from cheaper rivals.

Tide: The Miracle Stain

Agency: Saatchi & Saatchi New YorkAdvertiser: Procter & GambleBrand: TideCountry: USA

Objectives

At the beginning of 2012 Tide was in the fast lane. With the launch of "Pods", the biggest innovation in the brand's 65-year history, Tide was making waves in the laundry world. But while the brand was selling Pods, cheaper brands everywhere were mounting an attack. By taking deep discounts and touting bigger value sizes, they were starting to dig into the additive results of the Pods launch1.

The issue is Tide costs about twice...

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