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: TideAgency: Saatchi & Saatchi New YorkCountry: 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...

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