Tide: #LaundryNight

Tide, a brand of laundry detergent, turned Sunday night into Laundry Night with its month-long campaign in the USA.

Campaign details

Brand: TideBrand owner: Procter & GambleAgency: Saatchi & Saatchi New YorkMarket: North America

Executive summary

In the 2019 NFL season, Tide became the most talked about brand by getting the NFL and NBC to start a debate about which night of the week is laundry night. Every Sunday, while 22MM Americans watch football live, there are 200MM loads of laundry done, more than any other day. In the first Sunday Night Football game, Tide, with the help of NFL icon Peyton Manning, announced Tuesday is officially laundry night. Immediately following Peyton’s...

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