Tide Moves Outside Laundry Aisle


Tide demonstrates how white it is by marketing in the milk aisle. Very clever. Whether it's effective is another story. There's something weird about picking up a box of powdery white soap when you're in milk mode. - Contributed by Angela Natividad

by Angela Natividad    Nov-20-06   Click to Comment   
Topic: Outdoor   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Nice idea, but aren't these photos blatantly staged? Where have you ever seen a display of milk without any labeling whatsoever? A minor quibble...

Posted by: copy guy on November 20, 2006 3:37 PM

My wife the power shopper who can tell you what is on the shelf of aisles in the local Super Target simply said "That's Stupid." She does the bulk of the grocery shopping, and wasn't impressed with the idea. Now how many grocery joint managers would go along with the idea?

Posted by: roy on November 20, 2006 4:18 PM

Sorry. There's no way Tide would shell out for that kind of shelf space. (Nor would the milk people allow them to.) That ain't how retail works, folks. This looks like something some ad school kids set up & shot for their portfolios.

Posted by: rushing on November 20, 2006 7:40 PM

That said, nice idea, tho.

Posted by: rushing on November 20, 2006 7:41 PM

wait, i'm confused. fake work is now worthy of discussion? this is a kinda nice idea til i think "yes, but it has to be totally fake in order to work," which does not great advertising make ... right?

Posted by: whatevers on November 21, 2006 12:10 AM

I want to clarify the previous comment I posted before writes something scathing and cruel against the wonders of spec work. I think that it's great to do spec work -- for your book, for the client, for other people's clients, whoever -- to keep the fountain of creativity flowing and to always push the boundaries about the limits of what a client could possibly do. However, I visit Adrants to see the kinds of work actually being produced by agencies for clients who are approving the work. Firstly, because it means the agency had the guts and determination to sell a possibly unsellable idea to a client. Secondly, because it reflects positively on the client that the company is willing to take a chance and do something in unchartered territory. If this was indeed done by Tide's agency (which I believe I know), I'd like to see how the work *actually* looked, instead of something totally implausible and impractical. And rather than glitzing over it for the "big idea" for the client (as in, Tide is *so white*), explain what the pay-off was to grocery store managers? That to me would make posting something like this actually valuable to those of us who do read this site for content, and not just flimsy student work.

Posted by: whatevers on November 21, 2006 12:23 AM

Smart campaign. I like it.

Posted by: closethipster [TypeKey Profile Page] on November 21, 2006 1:33 PM