Tide: It's A Tide Ad

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Campaign details

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

Objectives

Tide challenged us to become 'the most loved brand of the Super Bowl' and surpass the highly-successful 'Bradshaw Stain' from

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