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: Tide Client: 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