Tide Naturals - Game changed in the Indian laundry category 2012-13

Tide Naturals was launched in 2009 targeting laundry consumers in rural India. Post launch, consumers seemed convinced about the product, yet sales of Tide Naturals did not meet expectations. Through customer research Leo Burnett and P&G India discovered how cultural constraints were a deterrent to this brand's future, uncovering the reality that, whilst the brand had been previously aimed at the ‘housewife’ consumer, Indian husbands were infact the primary purchase decision maker. By leveraging this insight through a campaign that elevated Tide Naturals from being just another item on the shopping list to becoming an expression of appreciation from a husband to his wife, a ROMI of 7 was delivered and Tide Naturals has become the fastest growing laundry brand in rural India today.