Tide

case study 9/9

PROCTOR & GAMBLE

Taking it to the Next Level

Objective

The Tide North America product launch of Tide Total Care was the biggest product brand innovation in 15 years. To help meet this promise, the packaging needed to be seen as premium, sophisticated, energitic, and sparkling clean. Inwork was asked to explore designs that pushed the boundaries of the printing processes.

Result

Our success was based on highly collaborative interaction with the design firm and printer. Levels of white, color on color, and metallic were explored based on ink realities and station availability.

Print feasible comps were produced and validated by the printer, enabling design intent to be achievable, once the project went to press. No overpromising and under delivering. Expectations met, and exceeded!!!

Areas of Involvement

  • Exploratory Studies
    Authentic Comprehensives
    Research Stimuli
    Print Targets
    Production Support
    Comprehensives