PODS Beth Egan & Claire Richard JOUR 458 Spring 2012
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TABLE OF CONTENTS
Situational Analysis . . . . . . . . . . . . . . . . . . .
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Creative Strategy . . . . . . . . . . . . . . . . . . . .
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Rationale of Creative Strategy . . . . . . . . . . . . . . .
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Print Ads
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:30 TV Ad . . . . . . . . . . . . . . . . . . . . . . . 8 :15 TV Ad . . . . . . . . . . . . . . . . . . . . . . . 12 :60 Radio Ad . . . . . . . . . . . . . . . . . . . . . . 13 Alternative Media . . . . . . . . . . . . . . . . . . . . 14
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SITUATIONAL ANALYSIS CATEGORY REVIEW It is clear that Tide is the dominant brand in this category. In the past, Tide has geared their advertising to appeal more to adults in their late 20s and older. Tide has always had a very responsive consumer service program. Whenever a negative comment is made about any Tide product on their website, Consumer Care is very quick to respond with a want to assist and fix the problem. Based on our primary research, more consumers chose Tide over any other detergent brand. College students who use Tide at home are most likely to chose Tide when they are on their own or at school. Students pick the same brand as their parents because it is a familiar, trusted, and safe choice. BRAND REVIEW Tide Pods is a new and upcoming product--there has been nothing like it before. The product is a 3-in-1 detergent system that cleans, brightens, and removes stains. A multi-chamber design seals in each component, making it easier for the user to wash their clothes without the hassle of measuring. Tide Pods have been thoroughly tested to assure they work in all kinds of water and are safe for both colors and whites. Tide Pods’ biggest strength is the reputable brand it is a part of. Tide is a top-of-mind brand in the detergent category with a long tradition of success. It is clear that the product meets, and even exceeds, users’ expectations. It is an economical and convenient product. Tide Pods’ weakness is the unfamiliarity of the product to consumers. Consumers may be apprehensive to begin using the product since there has not been anything like it before. Consumers have expressed concern for not being able to do small loads since the quantity of the detergent is pre-determined. Some consumers have complained about the pods breaking causing leakage throughout their package of Tide Pods. TARGET AUDIENCE This product would most appeal to current Tide users and to young people who are just beginning to live on their own. Our target audience is men and women in their late-teens to mid-twenties who may not have the time or discipline to do laundry. They are not necessarily as traditional in their ways and are willing to try new and upcoming products.
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CREATIVE STRATEGY: TIDE PODS OBJECTIVE To reassure current Tide users that Tide is the best brand they could use to complete their laundry. To persuade the consumer to switch to Tide Pods versus the traditional liquid or powder versions of their current detergent. To convince the consumer that the pods create an unmatched convenience for doing their laundry.! KEY CONSUMER INSIGHT/KEY FACT Tide Pods ease of use and convenience far outweigh the traditional way of doing laundry. TARGET AUDIENCE Advertising should be geared to college students and young adults who are still supported by their parents’ income or on a tight budget of their own. They have little time and discipline to complete their laundry in the traditional way. Tide Pod’s simplicity of use and convenience is likely to appeal to them. COMPETITION The price per unit of other brands and types of laundry detergent are Tide Pods’ competition. For a significant portion of the target audience, the price per unit affects their ultimate decision in their detergent purchases. There is no competing product similar to Tide Pods currently. CONSUMER PROMISE Tide Pods provide a easy and simple way to do laundry that guarantees to clean, brighten, and remove stains unlike any other product before it. SUPPORT Tide Pods is the first multi-chamber detergent tablet. It cleans, fight stains, and brightens clothes, and is eco-friendly--all within one tablet. According to P&G’s research, Tide Pods satisfy more consumers in providing a deep down clean, bright whiteness, and in completely removing difficult stains with excellent results and minimal time and effort making doing laundry a more effective and simple task. TONE & MANNER Newsy, innovative, and simplistic enough to appeal to the younger audience. Using historic and current pop culture references and plays on recent events to resonate with the consumer.
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RATIONALE OF CREATIVE STRATEGY We selected our target audience based on the convenience and efficiency of Tide Pods. The product provides more ease and convenience than powder or liquid forms of detergent that would easily appeal to busy, young adults beginning to live on their own. Due to our target audience, we felt it was best to appeal to them through an informative and simplistic message that references historic and current pop culture. Tide promises customers’ satisfaction, and the rapid response of their consumers to this product upholds this. We considered a target audience of mothers in their late-twenties and early-thirties. We dismissed this idea because we felt that this particular group already has a routine process of doing laundry and is less likely to switch to use other forms of detergent.
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A revolution to cleaner, brighter clothes.
Progress and change evolve, but messes don’t have to. Introducing Tide Pods—the newest revolution for most of life’s messes. The first of its kind with a compact, multi-chamber design, Tide Pods clean deep, fight stains, and brighten clothes like never before. With just a toss, it’s the most revolutionary and effortless way to do laundry.
A revolution to cleaner, brighter clothes.
Progress and change evolve, but messes don’t have to. Introducing Tide Pods—the newest revolution for most of life’s messes. The first of its kind with a compact, multi-chamber design, Tide Pods clean deep, fight stains, and brighten clothes like never before. With just a toss, it’s the most revolutionary and effortless way to do laundry.
A revolution to cleaner, brighter clothes You wouldn’t use
So why are you still using
When you could use this
Progressandchangeevolve,butmessesdon’thaveto.IntroducingTidePods--the newestrevolutionformostoflife’smesses.Thefirstofitskindwithacompact, multi-chamberdesign,TidePodscleandeep,fightstains,andbrightenclotheslike neverbefore.Withjustatoss,it’sthemostrevolutionaryandeffortlesswayto do laundry.
:30 TV VIDEO Old footage of maids washing clothes with washboards
AUDIO SFX: Building, moving, progressing music plays in background. ANNCR: In the beginning, we only had soapy water and washboards.
50s washer TV advertisement
But times have changed.
Footage of Civil Rights march
Powder Tide TV advertisement
And messes have evolved.
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VIDEO
AUDIO
70s war protests
Old Tide liquid TV ad
Egypt protests
Old footage of integration
With each revolution,
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VIDEO
AUDIO
Footage of celebratory crowd
we discovered better ways to live.
WHITE FLASH
We walked away from the washboard and powder detergent, and now it’s time to move past the liquid.
Product still shot of container of Tide Pods
Introducing Tide Pods.
Box is grabbed, hand reaches in.
The first of its kind to clean, brighten, and remove stains unlike any powder or liquid detergent before it.
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VIDEO
AUDIO
Hand holds product, tosses it in the air. Hand shoots up.
Just toss it in, and witness
Still frame of hand holding up a Tide Pod in fist.
the revolution to cleaner, brighter clothes.
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:15 TV VIDEO
AUDIO
Open on hand tossing Tide Pod into the laundry.
ANNCR: Introducing Tide Pods. The newest innovation from the brand you’ve always trusted. A detergent, stain remover, and brightener all in one compact and easy to use capsule.
Cut to visual of Pod breaking down in to the laundry cycle.
Clean and bright shirt being held up showing effectiveness of pod.
ANNCR:Just toss it in.Tide Pods-- a revolution to cleaner, brighter clothes.
Still frame of Tide Pods next to blurred background of laundry.
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:60 RADIO SFX:!! ! !
MOVING, PROGRESSING BACKGROUND MUSIC PLAYS THROUGHOUT ADVERTISEMENT (SIMILAR TO MUSIC IN TV ADS)
ANNCR:! ! ! ! ! ! ! ! ! ! ! ! !
In the beginning, cleaning clothes meant soapy water and washboards. Powder detergent was the only solution for cleaner clothes. In 1943, Tide introduced a new way to clean with liquid detergent. And as times changed and messes evolved, we have evolved. We’ve walked away from the washboards and powder. Now, measuring detergent is a thing of the past. Now, it’s time to witness a revolution to cleaner, brighter clothes.
! ! ! ! ! !
! ! ! ! ! !
Introducing Tide Pods--the first of its kind from the brand you’ve always trusted. It’s the first of its kind simple enough to toss in with your wash without measuring. With a compact, 3-in-1 chamber design, Tide Pods fight to clean, brighten, and remove stains unlike any product before. With so much power in the palm of your hand, Tide Pods take the hassle out of laundry while still providing even cleaner clothes.
!
!
Just toss it in. Tide Pods--a revolution to cleaner, brighter clothes.
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ALTERNATIVE MEDIA Consumers will be invited to play a round “Podball”--similar to paintball, but Tide Pods sill substitute the paint balls. This event will take place in major, urban areas and college campuses where more of our target audience resides. An arena will be set up that will be themed in the Tide Pods brand colors. Signage will indicate the brand and the activity to interest those passing by to stop and see what is going on. Participants will each be given a jumpsuit, stained and dirty, and will be given Podball guns filled with Tide Pods. The Tide Pods will have to be made slightly smaller in order to effectively work, but they will still be filled with the same product a typical Pod would contain. Scores of players will be posted to make the event more competitive should consumers come as a group of friends. After consumers partake in the event, they’ll be able to throw their jumpsuits in washing machines and see just how much cleaner they become with the Tide Pods detergent covering them. As they wait, consumers will be engaged in activities that educate them on the product and prove to them how simple they are to use. Free T-shirts will be provided with the product’s logo. Consumers will also be given free samples of the product to try at home. Once the jumpsuits are done being washed, consumers will be able to see how much brighter and whiter the jumpsuits are. The entire experience will be filmed and posted to Tide’s YouTube and Facebook Fan pages to spread awareness of the event and to engage more consumers.
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