Tide: Laundry night

Tide, the detergent brand owned by Procter & Gamble, built a successful campaign through a partnership with broadcaster NBC and the National Football League (NFL).

Campaign details

Brand: TideCampaign: Laundry NightParent company: Procter & GambleAgency: Saatchi & Saatchi New York

Market background and context

The “official laundry detergent of the NFL”
  • Tide, America’s number-one laundry detergent brand, had a storied relationship with the National Football League (NFL).
  • More specifically, the brand was the “official laundry detergent of the NFL,” and had been a sponsor of the league since 2012.
  • Its NFL sponsorship gives Tide a platform to elevate the detergent beyond the functional benefits of laundry and talk about its brand in a culturally relevant way.
Beating Tide’s...

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