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Supermom (15 sec)

headlinecnen
For Supermoms
basics
Industry: House, Garden & Pets
Media:TV & Cinema
Published:Aug. 1, 2006
Market:Romania
Language:Romanian
Style: Minimalism
descriptioncnen
Across the Balkans the middle-priced detergent segment in which Tide is positioned was shrinking due to the aggressive growth of the competitive economy segment. Tide had suffered significant decline with volume shipments indexing 81 (Source: P&G internal) and share loss of 2.5 ppts, from 10.2% (fiscal year 04/05) to 7.7% (fiscal year 05/06), reaching all time share point lows in 2006 in several Balkan countries. By contrast, P&G competitors were enjoying strong share growth (Romania: Unilever’s Dero +3.5 ppts, Serbia: Henkel’s Merix +3.8 ppts) driving the economy segment by leveraging value and performance messages (Source: AC Nielsen). Tide’s dismal situation was further compounded by its low awareness levels which were consistently below the critical 50% mark needed to compete in this aggressive marketplace. Tide’s situation was critical …and potentially life threatening. The challenge was to halt this plummeting performance and win back consumers by convincing them to spend above the economy pricing tier for a medium priced brand. Tide needed to win back a place in the hearts, minds ….and shopping baskets of Balkan consumers in order to survive
credit
Brand:
Agency:
Copywriter:
Art Director:
Other credit:Production Manager Sorin Deleanu
Strategic Planner Costin Radu
Brand Communication Director Andreea Boaca
Brand Communication Manager Dana Manolache
Brand Communication Executive Cosmina Dinu
awards
EACA Euro Effies 2007
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FMCG
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