Tide

National Student Advertising Team Client 2024

The Ask

Encourage consumers to switch to cold water washing, making it the new norm for their laundry habits. Our goal is to increase the percentage of laundry loads washed in cold water to 75% by 2030, saving money and reducing environmental impact. We ask consumers to 'turn the dial to cold' and embrace a simple, effective change for a more sustainable future.

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Research & Insights

Research included 136 survey responses, 14 interviews, and 7 focus group participants. Findings revealed that 57.9% already wash with cold water, while 94% of others are open to switching if provided with more information. Secondary research also highlighted target demographic’s media habits, identifying key platforms like Instagram, TikTok, YouTube, and gaming apps such as Roblox and Candy Crush.

Personas

Three personas were developed to target the 18-35 age group; College Chris: A busy college freshman balancing studies, social life, and fitness, with little time for laundry, Mindful Micah: A family man focused on efficiency and convenience, seeking balance in his busy schedule, and Sustainable Sally: A socially responsible recent graduate who values sustainable products but is also price-conscious.

Big Idea

"Switch the Cycle" challenges traditional laundry habits by encouraging cold water washing. The campaign positions Tide as an innovative, environmentally conscious brand that empowers consumers to make small but impactful changes, like turning the dial to cold, to save money and reduce environmental impact.

Creative Strategy

The campaign includes interactive activations, immersive integrations, and a revamped logo to appeal to younger generations. The strategy emphasizes playful, relatable messaging that resonates with today’s audience while leveraging Tide’s legacy for brand recognition.

Creative Execution

Key elements include dynamic activations such as pop-up vending machines, college campus samplings, and immersive experiences at music festivals. A refreshed logo and augmented reality ads ensure the brand stays modern while honoring its roots.

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Media Strategy

The campaign targets high-engagement platforms like Instagram, TikTok, YouTube, and gaming apps. With a budget of $75M, the media mix includes social media, podcasts, CTV, gaming ads, and experiential events. The campaign is designed to adapt to audience preferences, ensuring maximum reach and engagement.

Media Plan

The media plan spans multiple channels with a focus on digital platforms, podcasts, and gaming apps. Ads will run on streaming services like Netflix and Hulu, while experiential events and influencer collaborations amplify reach, especially among Gen Z.

Wrap Up

By September 2025, Tide aims to convert 75% of consumers to cold water washing. The campaign will boost awareness of sustainable laundry practices, further establishing Tide as a leader in eco-friendly solutions.