Tide: How a detergent won the Super Bowl

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

Brand: TideClient: Procter & Gamble (P&G)Agency: Saatchi & Saatchi New York

Super Bowl LII: the biggest night for advertising. A night when the sexiest brands in the hottest categories pull out all the stops to wow audiences on media's biggest stage. So how could we make Tide, a detergent in a decidedly unsexy category, not just stand out, but actually win the night?

By turning virtually every single ad in the Super Bowl into a Tide ad.

It all started with a simple insight: everybody notices stains, but since clean is invisible, it...

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