Developed by Leo Burnett M&T Vietnam, the spot fuses traditional Vietnamese folk song and dance sequence to communicate the core functional benefits of Tide in a locally-relevant manner.
The spot communicates the benefit that Tide keeps clothes looking whiter for longer.
Priya Barve, Burnett's Mumbai-based business director for Tide, said the Vietnam launch was inspired by the campaign's success in India. P&G ran the 'Surprising Whiteness' offensive in India in 2001 after developing the campaign for Chile, according to Barve.
The Vietnam spot shows a group of schoolgirls dressed in traditional attire and performing a song and dance. The focus turns to one girl who removes her costume to reveal that her ao dai is much whiter than the rest. When asked if the uniform is new, she says no. Tide's graphic stripe then glides across the other girls' uniforms leaving its distinct mark to underline the brand's ability to 'keep white clothes looking newer longer'.
"The key insight into Vietnamese consumers found they like their clothes to maintain a certain level of 'newness', allowing them to save on purchasing new clothes regularly, as well as being able to retain their favourite clothes for a longer period of time," said Chaitan Rao, Burnett Singapore's regional account director.
Rao said the key communication platform was established from this insight.
"The success of this campaign ultimately lies in the indepth local knowledge and insights gained in each market the campaign has aired."
Barve credits the India campaign with helping the brand bolster both market share and brand equity measurements after four years in India.
"Tide has done very well in building its brand equity on superior whiteness despite the fact that a number of rival brands have been talking of the same benefits for a number of years," Barve said.