Conill Takes Home Gold Effie for Procter & Gamble’s Tide

Los Angeles, Ca - Conill has announced that it has won a gold Effie award in the Hispanic category for its integrated “Mi Tide” marketing campaign for Procter & Gamble’s Tide brand. The award was presented during the 45th annual Effie gala, held last night at Cipriani in New York City. Starcom MediaVest Group (SMG), Conill’s media planning and buying partner, shared in the award.

“Marketplace results are what we come to the office for every day and serve as the ultimate validation of our endeavor,” said Conill President Carlos Martinez. “This honor underscores a true team effort from everyone at our shop, P&G’s Tide brand team and our terrific partners at SMG.”

Combining television, interactive, out-of-home and retail advertising, “Mi Tide” connected with consumers of varying Latino ethnicities and acculturation levels to further elevate the brand’s leadership position in the segment. Rich with powerful insights, the creative execution of the effort leveraged family-oriented storylines, such as the relationship of in-laws of a Mexican family; a Cuban family portraying what a Sunday could be like in a Cuban household; and an Argentine mother with her acculturated U.S.-born daughter finding themselves in the middle of a culture clash.

“‘Mi Tide’ is a heartwarming and powerful example of a total market approach in practice,” said Monica Gadsby, CEO Latin America and US Multicultural, SMG. “We were thrilled to work closely with Conill on this campaign and delighted that it was recognized last night.”

Effies honor the most significant achievement in marketing communications: ideas that work.

Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success.

Photo L-R: Ludwig Ortiz, Strategic Planning Director; Beatriz Del Amo, Client Services Director and Rafael Ramirez, VP/Creative Director