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David and Goliath Present

TIDEMEMORIES CAMPAIGN


Adam Manke Nicole Mynott Sasha Netchaev Emma Nylander Nicole Pawloski


David and Goliath invites you to close your eyes for a moment

and envision your favorite

memory

what do you see?

Do you remember what you were wearing?

YES?


Why

Our clothes are our memories. Keep them safe with Tide.


At David and Goliath, we are not willing to just settle for the

THE pitch

ordinary. In this fast paced world, creativity and hard work are the skills we use to make innovative solutions to any marketing challenge. In Tide, we see an opportunity to create a unique, engaging brand experience that will reinvent the way that people see this product. How will we do this? By simply following our main philosophy at David and Goliath: Brave. It means that we will push the limits. It means that we will take on any challenge, no matter the difficulty. It means that we will use the arsenal of talent David and Goliath has to offer to create a memorable campaign and a lasting partnership. Proctor and Gamble has been on the cusp of innovation, and Tide, as the first heavy-duty synthetic detergent, is a perfect example of P&G’s originality. Our philosophy of Brave emulates this as well, and we want to create an innovative campaign that will not only reach new audiences, but also completely reinvent the way they think about Tide. Our focus of this campaign will be to build and strengthen the relationship consumers have with Tide. And as it is in life, the best way to build any relationship is through memorable connections. Our idea for the Memories campaign will concentrate on this idea, and will reinforce Proctor and Gamble as a company at the forefront of innovative consumer relationship marketing.


lets start from the beginning...

In 1837 James Gamble, a soap maker, and William Procter, a candle maker, joined forces. It was a logical union since both soaps and candles used the same raw materials, fats and oils. Procter & Gamble was formed at an opportune time. Economic expansion in the United States was beginning to alter the manufacture and distribution of commodities such as soaps and candles. During the summer and early fall of 1931, the research department tried to process alkyl sulfates into bars, flakes, granules, liquids to determine the best form for potential marketing, and researchers conducted tests on its stability and the quality of the suds. Procter & Gamble decided to market a granulated laundry detergent and a liquid shampoo. The company launched Dreft,® the first synthetic detergent, in 1933 and Drene, the first synthetic hair shampoo, the following year. Both products found a niche in the market, but sales were relatively small. Dreft represented a breakthrough in detergents since it cleaned clothes in hard water without leaving curds, a significant benefit for those who lived where the water is hard. Yet it could only clean lightly soiled laundry. After much research and hard work, P&G created Tide® in 1943. Tide is a detergent that combines synthetic surfactants with “builders,” for heavily soiled clothes. Laundry detergent history begins around the time of World War II. Despite soap products being used for cleaning bodies and clothing as far back as the time of the Egyptians, but it was not until the early 1900’s. Laundry detergent provided a cheaper, more efficient method for cleaning. The builders help the synthetic surfactants penetrate clothes more deeply to remove more stains. In 1946, P&G introduced Tide in test markets and people made it the best-selling detergent within weeks. And the rest is history!

the perfect housewife era This throw-back advertisement for Tide laundry detergent was published in the late 1950’s. This majority of Tide’s early ad strategies targeted mothers and wifes who believed the key to becoming a perfect woman was to be keep everything perfect and clean. These two ads in particular feature many unique selling propositions by claiming that by using Tide, your husband will have the cleanest, whitest, and brightest shirts in the whole town. The illustration’s image featuring a wife straightening her husband’s bow tie fully depicts the idealized suburban lifestyle of that time period. Although we no longer live in a Leave it to Beaver society, Tide still upholds the same “super-mom” image to their brand name today.


the tide 40’ s advertising Over the years,

over the years

strategy

Tide has used different strategies to convince consumers to buy its product. When Tide was first introduced onto the market in 1946, the biggest complaint that soap users had was that their clothes were not clean enough. So, it makes sense that Tide would have its very first campaign

focus on the highest quality of clean that comes from their product. In one of their commercials, a mother is hanging up sheets to dry, while her daughter runs around, using the sheets as a wedding veil, and runs into her dad’s arms. A voiceover talks about how Tide will get clothes the “cleanest clean under the sun”.

80’s

Fast forward about 40 years later, and Tide is now officially the top selling laundry detergent in the U.S. Part of Tide’s success came from the quality and efficiency of the product. This was featured in an ad in the late 1980’s in which a woman talks about the stains she got on her jeans

while camping one weekend. The commercial “shows” the jeans being washed in the machine with Tide, and how Tide lifts the stains out. In the end of course, the woman is pleased with both Tide and her saved pair of jeans.


CURRENT CAMPAIGN

Laundry Detergent has seen some recent product changes in the category. From focusing on the scent of the detergent to earth friendly products laundry detergent continues to develop and meet the needs of its consumers. However, laundry detergent has not seen a major product reinvention since Proctor and Gamble first introduced Tide onto the market. It makes sense that P&G’s Tide was the first to test liquid laundry tablets on the market, which was met with an overwhelmingly positive demand. This caused P&G to have to delay the product launch. Competitors were able to take advantage of this time, and develop their own products, meaning that P&G must come in to the market stronger than ever to have their spot as the leading liquid laundry tablet. Tide’s current campaign “My story, our flag” is a continuation of the “My Tide” campaign, which set the foreground of Tide reaching out to new audiences.

These campaigns are all about creating a relationship between the consumer and the product, asking what their Tide means to them The “My story, our flag”, is part of Proctor and Gamble’s sponsorship of the 2012 Olympic Games. Instead of asking what Tide means to their consumers, Tide is now asking what the Red, White and Blue (The American flag) means to its audiences. This campaign has been rolled out through product placement with Tide bottles featuring flag motifs and Olympic athletes, commercial and print ads, as well as social media, where a Facebook app has been set up for consumers to share their stories and a Twitter hashtag. Olympic years are a wonderful opportunity for diverse audiences to see themselves as a collective whole, cheering for the athletes of their country in the Games. The Olympics bring a sense of patriotism and community, and Tide is definitely using those feelings to create a beneficial association.


Purex vs All vs Oxiclean vs Arm & Hammer

competitors

Purex, owned by Dial Corporation division of Henkel, a German household products giant, focuses on differentiating its product by taking the untraditional route in the detergent market. They invented the Purex Complete 3-in-1, where consumers can use one sheet as their detergent, softener, and antistatic. The consumer can drop the sheet in the washer, and transfer it with clothes to the dryer making it a very easy and efficient way to do laundry. BBDO has created many commercials for Purex’s 3-in-1 product as well as their more recent product, Purex Complete Crystals. All, owned by Sun Products Corporation, has worked with Merkley + Partners on many creative duties, including advertising

commercials and promotions. All was the first brand to launch noperfumes, no-dyes product for sensitive skin (all Free Clear). Their product is the leading baby laundry detergent. Arm and Hammer, owned by Church & Dwight, has worked with Ferrara & Company on their advertisements. Arm & Hammer differentiates itself by designing a dye-free detergent for sensitive skin. OxiClean sells MaxForce Power Paks (similar to Tide Pods) in addition to their regular chlorine-free liquid detergent. In terms of exposure, Tide Pods are promoted way more than OxiClean MaxForce Power Paks through commercials and static advertisements.

competitors


Tide’s competitors focused on their own unique selling positions in their advertisements. One of All’s campaigns from the 1980’s was a series featuring kids messing up their clothes, and Mom showing up to show them how All will lift the stains right out. This particular commercial featured a young girl trying to oil the wheels of her skateboard, and ultimately getting oil on her shirt, as well as a boy spilling ketchup on his. The strategy of their stain lifting power has continued into their campaigns today as well.

Arm and Hammer’s laundry detergent has not been around for as long as Tide, but is backed by a reputable and recognizable company. Arm and Hammer’s campaign focuses on the natural ingredients in their soup, making it the “green” option on the market.

Arm and Hammer’s laundry detergent has not been around for as long as Tide, but is backed by a reputable and recognizable company. Arm and Hammer’s campaign focuses on the natural ingredients in their soup, making it the “green” option on the market.

Purex, another competitor of Tide’s focuses their strategy on price and fragrance of their product. In a recent commercial, fragrance was the focus, as “Bob the Fish” was seen in various office scenes, when his co-worker later asks another if Bob is a fish. The girl he is talking to answers simply by saying that if Bob was a fish, his clothes would smell like one. Then we see Bob and his wife doing laundry as a voiceover explains that Purex is the laundry detergent that neutralizes odors.


Tide’s Advertising /Media Agencies In 1946, P&G introduced Tide powder, just as automatic washing machines revolutionized the way Americans did laundry. Other early efforts took place in the 1960s, where P&G marketed towards African American consumers in a time where high racial tensions were running through America, and white faces dominated nearly every commercial message. Some of Tide’s ads featured the Alvin Ailey American Dance Theatre, a group of young black modern dancers, to further appeal to the African American population. By taking this risk, Tide became a huge success.

with Landor Associates. Starcom MediaVest, Tide’s media planning agency, created a print ad targeting the Muslim population, specifically Arab cultures, with an ad promoting the catch line, “Clothes for the needy in Eid.” They partnered up with Resala, the biggest charity organization Egypt, and helped collect and donate stain-free, new looking clothes for the less fortunate.

Saatchi & Saatchi created the 2008 Superbowl Tide To Go commercial. This ad provided a humorous look at the consequences of embarrassing stains, with the conSome of the media and advertising agencies that Tide cept of the “talking stain” (Saatchi & Saatchi, 1). In adhas worked with are Digitas, Starcom MediaVest, Burrell dition to the commercial, Tide created www.mytalkingCommunications Group, and Saatchi & Saatchi. stain.com where they let users create their own spoofs on the Talking Stain campaign by becoming the face and Digitas has helped Tide focus on interactive aspects of voice of the “talking stain” and emailing their finished their brand. In 2009, they created an interactive applicommercial to their family in friends (Saatchi & Saatcation called Stain Brain for Tide users on their mobile chi, 1). By advertising to large general markets through phone, letting them create and share “stain removal rem- humor, and involving interactive platforms for users to edies, including access to step by step cleaning instrucinvolve and share this product, Tide became a huge suctions. Digitas utilizes this social platform to facilitate cess. They received a lot of important industry recogniinteraction between the Tide company and their product tion including the 2007 Cannes Silver Lion award. benefits. ”For many of their print ads and designs, including the venerable bull’s eye logo, Tide has worked


so who do we plan to

1.

target? 3.

Young Moms -Females -Late 20’s – early 40’s -Average to above average income -Primarily reside in suburban areas -Active lifestyles -Juggling work and motherhood -On the go -Multitasking - Value quality, consistency, reliability, and reputable brand names

Young professionals -23-32 years of age -Low income -Located primarily in urban areas -Starting to develop their professional image -Value reliable and easy to use products that are effective

College Students -Males and females -18-25 years of age -Low income, supported by parents -Live on college campuses nation wide -Like to party -Active lifestyles -Value convenience, portable (dorm), simplicity, good value for their money

2.


Magazines-

Target Markets: -Moms- Martha Stewart -Student- Sports illustrated (males)/ Nylon (Females -Young professionals- Bloomberg Business Week Reasons: -Demographic selectivity -Long advertising life -High pass-along rate -Receptivity and involvement

Radio-

Advertised on top radio channels nation wide Reasons: -Low production costs -High frequency -No seasonal audience change/ good for essential products like detergent

Television-

Outdoor Media -

(polaroid stations) Target Markets: -College Student- Concerts (Coachella, Warped Tour, ect.), Festivals, Local sponsored events (US Open of Surf) Reasons: -High frequency -Moderate costs -Flexibility -Geographic selectivity

Internet-

Target Markets: -College Students-Facebook, Twitter -Young professionals- Facebook, Twitter, Linkdin, SocialGo, Bloomberg Reasons: -Fast growing -Ability to reach narrow target -Moderate cost

Target Markets: -Moms- Bravo, Lifetime, Food Network -College Students- MTV, VH1, FX, USA, Spike -Young Professionals- USA, TNT, Fox, CNN, MSNBC, NBC Reasons: -Wide and diverse audience -Low cost per thousand -Impact of sight, sound and motion


PRODUCT

the four P’S OF MARKETING

The specific product that we have decided to focus on for Tide is Tide Pods. This innovative technology promotes a two-in-one pod that consumers simply place in their washing machines and it cleans all your clothes, fights stains, and brightens your clothes. The pods are currently available in three different scents, Spring Meadow, Ocean Mist, and Mystic Forest. The image tide is focusing on is a simple, high quality, technological savvy based product that will make the stress of parenting a little simpler. The Style and Design of the Pods are very sleek and sophisticated. The packaging is unique and compact which is distributed in a clear bucket with clear labels

supporting the product as well as providing these characteristics towards the brand.

PRICE

The current online price for Tide Pods depend on the amount of tide pods purchased. Tide currently offers a minimal 14 count, listed at $4.99, to a 90 count, listed at $21.50. These prices change depending on the channel of distribution used to purchase the product.

PLACEMENT –Tide Pods are currently available in the United States and are available through many channels of Distribution. This includes discounter stores, some supermarkets and convenient stores, big box stores, club

warehouses and even online. The channels of distribution are very wide, as Tide is a brand that has dominance in laundry detergent industry.

PROMOTION Although advertising is a key component the marketing process, there is more that goes into a successful cam-

paign. By creating a cohesive integrated marketing strategy, The Memories Campaign can be implemented into various forms of promotion. When you think back on your own memories, isn’t there always someone there beside you to share in the great time? That is why we believe it would beneficial to Tide to maintain and establish new partners to create new memories together. Tide just recently signed with the National Football League and this partnership will reach an audience Tide has previously overlooked. Along with the NFL, we think Tide should also partner with a company famous for capturing memories, Polaroid. With its nostalgia and new innovations, Polaroid fits in with the Tide Memories Campaign perfectly and will play an intricate part in the campaign.


event promotion Even though social media has begun to change the way humans interact with each other, face to face communication is always more effective. This is why for the Memories Campaign, we would launch a street team that would set up a booths at different events such as NFL Games, Concerts, Music Festivals, Beaches, County Fairs, and more. This booth would be set up with as a photo area, where with our partner Polaroid, would take pictures of people at the event. Using Polaroids new digital cameras that print photos instantly, two photos would be printed out, one to give to whoever the photo was taken of, and one for the booth to keep. On the one given to the people in the photo, a QR and Promo Code would be printed

on the back of the photos. When the code is entered online, or the person reads the QR code on their smartphone, they will receive special offers and coupons from Tide. With the picture that the people at the Tide Booth keep, they would start to build a collage of pictures to be displayed at the event. The photos could also be posted on Facebook and Twitter. At the booth itself, Tide representatives can hand out samples of the new Tide pods and talk with people at the events. Along with Social Media and the Event Promotion, a press release announcing new partnerships and the new campaign would be released. Tide would also send out media alerts for locations of Tide street team.

facebook and twitter As it is in today’s connected world, social media is an important part of the overall image of the campaign. Similar to what Tide has now with the “My flag, My story”, an app on Facebook would be created for people to log on and share their memories with Tide and their Facebook Friends. A link to this would be shown on the Tide’s main web page that would take users directly to

the app. On Twitter, a similarly run idea would be executed with the hashtag #Tidememories in which people could tweet their memories with the hashtag. A feed of the Tweets with the hashtag would be featured on the Tide’s main web page. On both Facebook and Twitter, daily creative content would be posted asking consumers different questions to interact with them.


adults

high quality

target market youth affordable

The product map compares the marketing strategy of different laundry detergent brands and the relationship they have with each other. We are looking at two separate categories, gender and price, and the relationship that these brands have with them. The product map lists tide and its competitors within the industry. Since Tide was introduced, they have been aiming at targeting of majority female who buy high quality priced goods. On the other

end of the spectrum, Dreft aims at targeting women who have a lower budget for laundry detergent. Overall we believe that the only brand that targets a male audience in the industry is Arm & Hammer. Therefore, our goal as David and Goliath, is to aim to target a male audience who are willing to pay a higher price in order to keep their clothes from fading as the memories they have with their clothing remains prominent.


financial highlights in millions of dollars

2011 2010 2009 2008 2007 Sales 82,559 78,938 76,694 79,257 72,441 COGS 40,268 37,919 38,690 39,261 35,376 Gross Profit 41,791 41,019 38,004 39,996 37,065 S,G, & A Expenses 25,973 24,998 22,630 24,017 22,580 EBIT 15,818 16,021 15,374 15,979 14,485

2011 Net Sales by Segment 19% 30%

baby care beauty

grooming

health care snack & pet fabric care & home

24%

4%

Net sales increased by 5% to reach a peak of $82.6 Billion Net earnings decreased 7% from discontinued operations Diluted Net earnings per share increased 11%

14%

9%


and now we present our

print campaign enjoy

We all have those memories we will never forget. Take a second. Imagine one. Was it your first music festival? The sun beating down on your shoulders, the soft echo of fans whistling, and the endless excitement encompassing the crowd as your favorite band takes center stage. Or maybe thats not it at all.

Maybe it was the day you got that phone call. The phone call that changed you future. You got your dream job and and before you could even hang up the phone, you did a little celebratory dance around your bedroom.

Do you remember?

At David and Goliath we wanted to evoke a nostalgic memory through our campaign. We wanted our advertisements to connect with the consumer on a deeper level, and remind them that Tide cares about their memories, and wants to be apart of them. Whether your a new mom and facing the chaos of parenthood, or a typical college student that wants to adventure and celebrate, Tide understands. Tide also understands that those memories, those precious moments, also have alot to do with our clothes. Believe it or not our clothes are our memories and that old ratty tshirt you got at your first concert is a perfect example. We want the consumer to know they can rely on Tide to keep these memories safe. Just like they should be.



Tide Memories Campaign