Objectives
Tide challenged us to get people to engage with a laundry detergent during the NFL season in order to drive the emotional affinity people have for the brand in our low-involvement category. In order to achieve this we needed meet the following four objectives:
- Elevate the brand beyond the functional domain of laundry detergent by becoming one of the most talked about brands of the NFL season.
- Motivate people to engage with Tide
We needed to go beyond the category and become part of the cultural moment.
If it's difficult to get people thinking about a detergent, it's even...