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TIDE DRY CLEANERS

Presented by:Christine Ma

Merwyn XavierRuan Van Gend

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ABOUT TAXI 3

• TAXI 3 is a specialized agency that spun-off from TAXI helping socially-conscious businesses with communication in a creative and fun way.

• "We make being environmentally pro-active easy to do by simply making it a part of your life.”

• We add relevancy to a client’s products and services. Without losing the brand’s core message.

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TAXI REEL

See what we can do for you.

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INTRO: TIDE DRY CLEANING

• Tide is a leader in the laundry cleaning field with innovative products:

• "Tide Stain Release" for at-home laundry cleaning.

• "Tide To-Go Pen" making stain removal quick, portable and convenient.

• Now, Tide has extended its brand to cover the dry cleaning market.

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THE CHALLENGE

• Tide detergent expanding into dry-cleaning

• Launching franchises across the US• Customers trust Tide and they know

P&G is behind it• Each “Tide dry-cleaners” will feature a

double-lane drive-through with lockers • Target eco-conscious consumers • Will charge no-more than industry

average

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PROJECT BACKGROUND

• Tide identified potential locations in Canada

• P&G’s agency in charge of brand awareness

• Looking for agency to develop and manage launches of new locations

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RFP REQUEST

• Develop & recommend new launch package

• Support new Tide Dry Cleaner franchise

• Budget: $300,000.00

• Media and Production

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PROPOSAL

• Launch campaign 6 – 7 weeks before official opening• Use media that can focus on certain geographical areas – Out-of-home, Newspapers, Digital

• Use creative methods to grab customers attention• Inform customer of benefits and competitive advantages• Create traffic and keep customers informed• Campaign will run additional two weeks following launch

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STRATEGIC RATIONALE

• Out-of-Home (OOH)

• Digital - Social Media, Apps

• Newspaper – FSI (Local)

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OOH

• Target geographically • Scope for innovation• Reasonable cost

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DIGITAL

• A prime and cost effective medium

• Viral – Social Media

• Facebook, Twitter

• Contest

• Mobile app (post launch)

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PRINT

• Newspaper (FSI)

• Promotions - Coupons

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BUDGET ALLOCATION

OOH, 64.6%Digital, 20%

Print, 15.4%

BUDGET - $300,000

OOHDigitalPrint

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POST-LAUNCH PROMOTIONS

• Tide products – instore

• On pack/ bill - “$1 off your next dry cleaning”

• Cross ruff – other Tide and P&G products

• Events – Sponsorship, Donations

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THANK YOU