Tide Pods Presentation

7/28/2019 Tide Pods Presentation

1/33

Deanna Benjamin, Rob Leon, Tara McCann, Keith Perschetz


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The Laundry ListLaundry List

Tide6WDQG 2XW 2Q 7XUQHU The Networks: HLN, TBS

ConclusionThe Contest


3/33

Tide Overview

Source: Tide Rolls Convenience Wave

t K D dDetergent Brand

Goal: To enhance the everyday livesof consumers

Growth through INNOVATION


4/33

Tide Throughout the Years

1943 1976 2012


5/33

Get Small

Get MultiGet Cold

TIDE PODS: POP IN.STAND OUT.

Source: & article:Tide puts a spin on laundry

1st multi-chamberlaundry detergent

http://articles.businessinsider.com/2012-02-23/strategy/31089932_1_p-g-market-share-load#ixzz21SnRhxD0


6/33

Tide in the Market

Million U.S. dollars

Sales of top 10 liquid laundry detergent brands in US in 2011 (in million U.S. dollars)

Million U.S. Dollars

B r a n

d s

http://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/


7/33

Current Target

Women 25-54

On-the-go Moms

Brand Loyal


8/33

New Market Opportunity

P18-34

Likely to live in a dorm/apartment

Looking for ease of use


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Deliver upscale, loyal, and consumer-savvy viewers

Maintain market share and capture untapped market

Launch multi-platform promotional campaign

Objective: Stand Out on Turner


10/33

LEADER IN NEW LAUNDRYTECHNOLOGY AND INNOVATION

FAMILY ORIENTED

TARGETS W25-54

COMMUNITY ORIENTED

3 out of 5 HLN VIEWERS STATE THATADVERTISING ON TV PROVIDESTHEM WITH IDEAS ABOUT NEWPRODUCTS AND SERVICES

TARGETS W25-54

HLN AND TIDE

Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers. WOM Source:Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.

TRUSTED, LEADING BRAND TRUSTED CABLE NETWORK


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Female % Skew of Total Viewers by Network:Prime (M-Su 7p-11p)

Source: Nielsen Media Research. Live + SD data. 2Q11TD (03/28/11-07/31/11);% Skew based on W2+ AA(000) as percentage of P2+ AA(000). Showing only Top 20 ad-supported cable networks.

,>E & ^

Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers. WOMSource: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days .


12/33

W25-54 AA(000) % Growth: Total Day2Q11 To-Date vs. Prior Year

Higher Growth Rate than Competitors

CNBC Oxygen

FNC

Life

CNN E!BravoMSNBCHLN

Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers.WOM Source: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.


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HLN VIEWERS

Affluent Educated

Influential

Principal Shoppers

Tide

Consumers

HLN is the Perfect Place

Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers.WOM Source: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.


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RECORD BREAKING PAGE VIEWS IN JUNEMONTHLY VIDEO STREAMS

HLN ONLINE/MOBILE

^ K ^ ;:


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FANS

FOLLOWERS

HLN SOCIALMEDIA

Source: Turner Research from Facebook & Twitter. Data through 7/13/12.


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TBS AND TIDE

TARGET DEMO: 18-34

/ D /E&>h E z t, d ^ ,Kd E t, d ^ EKdIndex: 113

LEADER IN NEWEST LAUNDRYTECHNOLOGY AND ADVANCEMENT

LEADING CABLE NETWORK:VIEWERS USE TIDE

TRUSTED, LEADING BRAND

TIDE PODS: LIGHTWEIGHT,QUICK AND EASY

Source: MRI 2012 GFK Custom Cable Study. Base: P18-34.


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TIDE COLDWATER121

TIDE WITHBLEACH

129

TIDE (REGULAR)122

TIDE WITH DOWNY120

TIDE BLEACHALTERNATIVE

163

t, E / &/E Z E / >/< / ^d/ < dK /d /E y

TBS Viewers Are Tide Consumers

TBS VIEWERS A18-34 ARE LOYAL TO TID

A18-34

In Boxes: Source: MRI 2012 GFK Custom Cable Study. Base: P18-34. Bottom: MRI 2012 GFK Custom Cable Study. Base: P 18+.


18/33

SPEND $80+ MONTHLY ONLAUNDRY/LAUNDROMATS

SPEND $150+ MONTHLY ONLAUNDRY/LAUNDROMATS

122

97 8866

47

128

8364 58

0

Source: MRI 2012 Custom Cable Study. Base: P18-34.

TBS VIEWERS 18-34 SPEND ON LAUNDRY


19/33

NETWORK $$$%

IMPRESSIONS%

LIFETIME 23.0 7.0

AEN 11.5 10.5USA 10.6 12.3

NAN 7.8 7.0

TNT 7.7 8.6

VHI 7.6 8.2

BET 7.1 7.8BRAVO 6.7 7.7

TLC 6.4 6.9

HGTV 6.1 4.9

5.7 19.1

NETWORK $$$%

IMPRESSIONS%

LIFETIME 23.0 9.6

AEN 11.5 10.0USA 10.6 14.9

NAN 7.8 4.5

TNT 7.7 8.3

VHI 7.6 6.2

BET 7.1 5.9BRAVO 6.7 10.0

TLC 6.4 8.3

HGTV 6.1 8.7

5.7 13.6

P 18-34 (000)W 25-54 (000)#1Primetime Network

on cable for P18-34!

Source: Nielsen Media Research: L+SD Data. Ratings based on Broadcast Prime Year to Date 2012 (12/26/11-5/27/12). Excludes Sports. Spending based on total day Year to Date 2012 (12/26/11-5/27/12. Excludes Sports.

TBS DELIVERS HIGHEST SHARE OF RATIN

#1Primetime Network

on cable for P18-34!


20/33

Prime Time 2012

Network Period Program Name P 18-34 T/C

MTV 12/26/11-06/25/12 JERSEY SHORE SSN 5 943 60

MTV 12/26/11-06/25/12 TEEN MOM II SSN 2 788 35

12/26/11-06/25/12 BIG BANG THEORY, THE 760 308

MTV 12/26/11-06/25/12 TEEN MOM II SSN 2 CHK UP 710 6

12/26/11-06/25/12 MEN AT WORK 698 6

FAM 12/26/11-06/25/12 PRETTY LITTLE LIARS 694 29

#3Primetime TVShow!

Source: Nielsen Media Research L+SD Data. Ranker based on Broadcast Prime. Year to date (12/26/11-6/25/12) . Ecludes sports. Excludes >5 t/c.

#1 PrimetimeSitcom!


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Prime Time Thursday

#3 On Cable

Network Period Program Name (000)

ADSM 05/24/12-07/12/12 AMERICAN DAD 769

USA 05/24/12-07/12/12 SUITS 712

05/24/12-07/12/12 MEN AT WORK 680

FX 05/24/12-07/12/12 ANGER MANAGEMENT 652

TBSC 05/24/12-07/12/12 BIG BANG THEORY, THE 628

USA 05/24/12-07/12/12 BURN NOTICE 625

MTV 05/24/12-07/12/12 TEEN MOM SSN 4 606

h h

P 18-34

MEN AT WORK VIEWERS HAVE MONEY TO SPEND

Source: Nielsen Media Research. L+SD data. Men at Work S1 5/24/12-7/12/12. Ranker based on Thursday Prime 8p-11p. Excludes Sports.

PRIMETIME THURSDAY


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#3 LATE NIGHT TALK SHOW

US Rtg 000s

Rank Net Program MedAge P 18-34 P 18-34 T/C Duration

1 CMDY Daily Show 43.3 0.68 459 47 1463

2 CMDY Colbert Report 41.2 0.56 380 47 1412 3 TBS Conan 37.6 0.46 313 52 3120

4 NBC Leno 57.8 0.45 302 65 2932

5 CBS Letterman 56.3 0.38 255 64 3077

6 ABC Jimmy Kimmel 53.4 0.37 247 64 3085

7 NBC Jimmy Fallon 53.5 0.35 234 65 2897

8 EN Chelsea Lately 38.7 0.33 224 65 1950 9 CBS Ferguson 53.0 0.25 172 64 3136

10 NBC Carson daly 52.2 0.20 134 65 1885

> E d Y W-34

h h

^ E D Z >^ > E d Y ; -6/24/12). Excludes Sports.


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TBS Online

Million Unique Visitors

Million Page Views

Million Online Video Streams

of tbs.com visitors are A18-39

Million Total App downloads

1.4

9

2.4

80%

2.4

Source: comScore MyMetrix (UUs)-Omniture Stie Catalyst (PVs), Period: June 2012; Omniture Site Catalyst-Total Online Video(TVE+Clips). TVE datavia AIR database(TVE- W : d D ; D12.


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EXECUTION

COMMERCIAL UNITS ONBIG BANG THEORY

PRODUCT PLACEMENT INMEN AT WORK

d/ WK ^ d E Khd / ^ KEd ^d KECONAN


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On Air IntegrationOn-Air Integration

Product PlacementHybrid Ad

Adjacent Ad


26/33

d ^ K /

Submit your ideas, and vote for yourfavorites to win a guest appearance onConan with their invention!


27/33

d/ d E Khd / ^

d ^ K / Pop-In Videos About Tide Pods

VOTE FOR THIS WEEK


28/33

ON AIR

VOTEC

INVENTIONS WINNERS CONNECT

Winning Inventors From Previous Weeks

Pop In, Stand Out

&RQJUDWXODWLRQV WR WKLV ZHHNVwinner, Rob Leon. Making toast willQHYHU EH WKH VDPH 'RQW IRUJHW WRYRWH IRU 5REV LQYHQWLRQ LQ WKH ILQDOround, during the season finale of Conan.


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BUTTERCUTTER

TRANSPARENTTOASTER 1st 2nd Vote Now at www.tbs.com/standoutideas


30/33

Multi-Platform Pop-Ins

Sponsored ad

opportunities on

sync app.

Download the StandOut Ideas App Now!


31/33

Browse the current inventions

Inventor

VOTE

CINVENTIONS WINNERS CONNECT

9RWH )RU


33/33

Special Thanks To All That Helped!

PJ Gasparini Valerie Dames John Clifton

Jessica Chonody Wendy Zuckerman Cayley Barlowe Dan Aversano Massiel Nunes Megan Masek Nicole Squitieri

Lindsey Spina Annie Lawler Paula Allegretti Chrissy Rochford Mike McTigue Shibani Walia Danny Wolman

Vicki Sanchez Kirsten McAuliffe Ramzi Bautista Jason Wachter

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Tide Pods Presentation