Tide to debut digital effort next month

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Tide will launch the digital elements of its “Style is an Option. Clean is Not” campaign on February 5. They will include banner ads, search marketing, e-mail and social media.

The multichannel campaign for the Procter & Gamble brand is an extension of the traditional effort created by Saatchi & Saatchi of New York, which launched January 11. The digital elements were created by Tide's digital agency of record Digitas.

“The basic idea of the campaign is what you wear is up to you, but keeping it clean is up to Tide,” said Mark Christenson, brand manager of Tide North America. “Your clothes should always look impeccable. We want to make Tide more relevant to the consumer by showing how it can help her with her personal style.”

The campaign targets women and men of all ages and is aimed at acquiring new customers, as well as retaining existing ones.

Its creative detours from traditional laundry advertising, which tends to focus on stain removal and comparisons to tie personal style to laundry, said Christenson.

One underlying theme is to show the usefulness of Tide during the recession, when people have cut back on buying new clothes.

The campaign is Tide's first multichannel effort since 2007, when Saatchi created the “Swing, Bar, Salon” creative with the tagline, “Because you are what you wear.”

The effort will include work from all Tide agency partners, including Starcom MediaVest Group (SMG), which handles media planning.

Aside from digital, the campaign also features TV, print, in-store marketing and PR. The effort will also introduce a new label for the brand, with an update to the Tide bull's eye. The logo will be used in a variety of colors to represent different Tide products.

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