Tide: The Miracle Stain

Agency: Saatchi & Saatchi New York
Advertiser: Procter & Gamble
Brand: Tide
Country: USA

Objectives

At the beginning of 2012 Tide was in the fast lane. With the launch of "Pods", the biggest innovation in the brand's 65-year history, Tide was making waves in the laundry world. But while the brand was selling Pods, cheaper brands everywhere were mounting an attack. By taking deep discounts and touting bigger value sizes, they were starting to dig into the additive results of the Pods launch1.

The issue is Tide costs about twice as much as other brands2. With no new news, which has always been used to justify the price, we needed to find a different way to keep Tide top of mind and more importantly in consumers' consideration set.

What we did have however was an NFL partnership that brought millions of passionate fans to our door and more importantly access to the stage known for the most interesting advertising in the world – the Super Bowl.