Tide: Laundry Night

Tide, a detergent brand, launched a campaign in the US during the NFL season to elevate the brand beyond the functional domain of laundry detergent, motivate people to engage with the brand, own the conversation around laundry and grow sales.

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:

  1. Elevate the brand beyond the functional domain of laundry detergent by becoming one of the most talked about brands of the NFL season.

    2. We needed to go beyond the category and become part of the cultural moment.

  2. Motivate people to engage with Tide

    3. If it's difficult to get people thinking about a detergent, it's even...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands