Campaign details

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


Tide challenged us to become 'the most loved brand of the Super Bowl' and surpass the highly-successful 'Bradshaw Stain' from Super Bowl LI. To make the Super Bowl a worthwhile investment for Tide, a brand with nearly universal awareness, the work had to meet the following three objectives:

Objective 1: Generate sales for Tide Ultra Oxi.

The Super Bowl was a perfect opportunity to promote the launch of Tide's newest and most effective product – Tide Ultra Oxi. Our goal was to sell Tide Ultra Oxi to at least 5 million households in 2018, and use the launch of the product to drive household penetration for the overall Tide brand.

Objective 2: Elevate Tide out of the functional environment of laundry detergents by becoming one of the most talked-about brands on America's biggest stage.