Objectives

As the leading global laundry brand of Procter & Gamble, Tide has not only focused on the care of fabric, but also been accompanied by the genes of fashion. Along with the Anti-Color transfer product launch with unique technology, Tide develop the brand campaign idea of #True Color Never Changes(汰渍，本色不改) that originated from China young consumer’s era belief. Brand determined helps consumers always keep their fabric color bright but also encourage them to express their true color in life. Under the trend of brand youth, Tide is eager to find an entry point to connect with young consumers. As results, Tide X Lining start the cooperation from the year of 2020.
LINING (中国李宁) is a famous sports brand in China, showing a successful brand restage experience. As the fashion pioneer, LINING is popular among young consumers. This cooperation with LINING is the 1st Ever try in GC FHC and a bold attempt of Tide to bring trending and fashion experience to young consumers.

Leverage the cross-over opportunities with LINING, Tide aim to deliver:
• Renew brand image and characters
• Build up young, fashion and cool tonality
• Drive sales to fully maximization with both online and offline customer cooperation
 

How were the objectives met?

Tide Brand advocated the idea of #True Color Never Changes, aiming to enable consumer to keep a superior and young look with colorful garments. No matter what changes happen in life, they can keep their personality and attitude.
Tide delivered two-year lasting Campaign idea” True Color Never Change” the brand crossover and strategic partnership with LINING Company across multiply touch points both online and offline, from media to social and instore maximization. They are including but not limited to: co-designed garments, and 3+1 street basketball competition, PR POP event to bring traffic to online customers and build brand awareness among young consumers. We hand together to provide the young consumer with fashionable garment design, new way to do laundry and better protect the color of their garments. Moreover, Tide leveraged the cooperation to renew tide brand tonality and drive sales for tide products.

Location: Guangzhou, Guangdong, China

Submitter: Procter & Gamble (China) Sales Co., Ltd.

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