In 1961, TIDE embarked on a local campaign that
was based on a formulaic P&G advertising strategy principle of
re-setting the bar of laundry cleanliness, using “Tide Clean” as the new
standard. This benefit is expressed in the selling line: “The cleanest clean
is TIDE Clean”.
The campaign also featured a tried-and-tested “product
demo”, P& G copy jargon that
visualizes the product superiority through a demonstration of its cleaning
power—statically shown as a series of captioned inset pictures , so typical of
their advertising in the 60s and 70s.
A sub-text of “affordable cost” is embedded in the execution expressed thru an additional copy intended to reassure : “…and costs so little to use!”. P&G was often fond of cramming their advertising with many sub-messages and their agencies were challenged to think of ways to include these seamlessly in crafting the copy (think Mr. Clean’s “labadami, labango, labanayad’ Dari Crème’s “pinipili ng mapiling ina…at anak!).
To top it all—just to make sure the message is not lost
on the mass market, the TIDE Clean
campaign, used all sorts of talents to represent a father, a mother, their
kids, friends and a token grandparent, who appeared in their own individual
colored print ad.
Truly, this TIDE print campaign can be held up in
a basic marketing class as a perfect example of P&G’s formula
advertising, ticking all the boxes of how their product advertising should be
done—this, from a company which “invented” brand management.
No comments:
Post a Comment