Tide: It's A Tide Ad

Tide laundry detergent 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.

The story behind the campaign

Challenge

Tide is America’s leading detergent and is found in almost half of American households. Tide has been in the market for over 70 years and its unaided awareness is approaching universal. The challenge for Tide is to continue to grow household penetrat

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