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...