Summary
This report focuses on a panel session at the 4A’s annual Transformation conference featuring P&G's Charles Chappell. He talks about the company's increasing use of crowdsourcing and co-creation strategies for its brands. He describes specific initiatives for Hugo Boss and Tide, as well as a new plan to leverage online reviews and ratings of all P&G brands. However, he cautions that marketers should remain the ultimate arbiter over which crowdsourced ideas are adopted.

Summary
Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among consumers. Its response to this situation was the 'SuperMum' campaign, which played on the desire of all mum's to be regarded as 'super', and the fact that, even though they don't say it, children do appreciate their efforts when they wash with Tide. A comparison of the volume index pre- and post-communications showed a rise of over 60%, as mums connected with the campaign across the target markets.

Summary
For many years, Tide had enjoyed market leadership, but by 2003, competitors had reduced the brand to just one of many. Brand share was stagnant and household penetration was declining for the tenth consecutive year. Big losses were especially marked in the Hispanic and African American markets. Tide needed a new campaign to reverse these trends. Using a research methodology called ‘Xploring’, in-depth discussions revealed what motivates women and how they relate to their clothing and fabrics rather than their mundane laundry problems. Positioning Tide as a solution to an emotional response, rather than detergent-focused problems, led to a campaign which appealed to feminine sensibilities, creating a stronger bond to the brand. TV, print, OOH and interactive were the main media employed. By 2006, household penetration was growing again and volume share was up, particularly in the Hispanic and African American sectors.

Summary
The case study describes the marketing challenge as reclaiming growth despite quadrupled competition. The campaign objectives were to halt decline, increase shipment and broaden the use of the product by convincing consumers to use Tide with Bleach to sanitise all their laundry. The agency reports that the campaign successfully reversed years of declining share, regained the leadership in share growth and almost tripled sales expectation.