Tide: Jersey Swap

Tide, a laundry detergent brand, approached the NFL in the US with its new product, Tide Hygienic Clean, to bring back the popular Jersey Swap and quickly move products off the shelf, make the product famous, and have influential media and press coverage help spread the gospel.

Campaign details

Title: Jersey SwapBrand: TideProduct: TideIdea: Saatchi & SaatchiCountry: USA

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsNorth AmericaNon-specificOtherMiddleP&G does not publicly disclose budgets.

Objectives

In 2020 when everything changed, consumers had a new understanding and need for clean. Luckily, Tide had just the product: Tide Hygienic Clean. We wanted to launch with a bang and get people to realize there was a new standard of clean available to them: deep clean. This meant rapidly increasing sales so...

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