P&G's Tide and its Dubai agency, Leo Burnett, cleverly combine product use with cause marketing with this nifty stunt. As a response to the United Arab Emirates' shockingly high rate of plastic bag usage, Leo created a reusable shopping bag that doubles as a grocery list.
The UAE uses over 20 billion plastic bags annually. The problem has gotten so bad that the Minister for Environment ordered that the country become plastic bag-free by 2013.
The Tide Smart Bag resembles a notepad on which you write a shopping list. Then wash it off -- using Tide, hopefully -- and reuse it.
The bag was distributed along with a marker and a box of the detergent to customers, fashion editors and bloggers. Tide plans to make the bags available on a regional basis.
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