If it’s got to be you, it’s got to be Tide.
Laundry is a chore we do to keep our clothes clean but simply put, it’s boring. On the flip side, clothes are a meaningful part of how people express themselves.
Brief
Tide asked us to build brand love, connect with Gen-Z on a deeper level, and convert consumers to washing on cold.
Insight
Tide isn’t just selling laundry detergent; they’re selling the ability to preserve one’s identity.
Tv
Social
OOH
Experiential
Tide will partner with Goodwill to wash their clothes on cold with Tide.
The “Hangtags” will be used on all Goodwill items highlighting the sustainable act of washing on cold and thrifting.
Each hang tag has a QR code that links to a website that provides information about the benefits of washing cold.
Tide will sponsor an on-campus vintage fest at universities.
Tide Refill Stations at the fest which will dispense detergent.
Clothing drive that partners with local charity organizations. Leftover clothes from the sale will also be donated.
Over two quarters we crafted this campaign for Tide as part of the National Student Advertising Competition hosted by the American Advertising Federation.
I would like to thank my fellow presenters: Alexia Galinsky, Sam Comerford, and Emmaeilin Salgado-Diaz. Your skills and smiles are what made this achievement possible.