Tide – SuperMum

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.

Tide – SuperMum

Campaign Title: SuperMumAgency Name: Leo Burnett BucharestClient Name: Procter & Gamble BucharestBrand Name: TideCategory: FMCG


Across the Balkans the middle-priced detergent segment in which Tide is positioned was shrinking due to the aggressive growth of the competitive economy segment. Tide had suffered significant decline with volume shipments indexing 81 and a share loss of 2.5%, from 10.2% for the fiscal year 2004/05 to 7.7% for the fiscal year 2005/06, reaching an all-time share point lows in 2006 in several Balkan countries (source: P&G).

By contrast,...

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