Messy Moments with Tide
Life may have its share of “messy moments,” but cold washing on Tide turns messy into memorable without any of the stains. This ad spot for Tide spins viewers through different moments as each character discovers the benefits of cold water washing, ultimately driving word-of-mouth awareness to others. This ad spot features within our greater year-long campaign developed for Tide through the National Student Advertising Competition as part of UC Berkeley’s chapter of the AAF.
Cold has never been better
Our task was to help Tide create global impact through one simple switch…of a dial. With a goal of 75% of laundry loads to be washed on cold water by 2030, our $57M “Better on Cold” sustainability campaign is aimed directly at converting consumer behavior on a massive scale. Utilizing a direct and easily understood campaign slogan backed by programmatic ads, the “Better on Cold” campaign integrates a versatile media mix — a partnership with NPO Polar Bears International integrates real-world impact with the digitally native via fundraising Twitch stream, an exclusive line of cold-themed Levi’s jeans tend to the pop-culture savvy with Pedro Pascal and Britney Spears as faces of the campaign, and our laundry aisle “takeovers” across the country sporting Tide-themed signage are sure to stop any shopper in their tracks. After being pitched to marketing executives at P&G, this campaign won the national title at the 2024 National Student Advertising Competition out of 200+ other teams.
the campaign in its entirety:
