The Tide campaign was executed across multiple channels, blending traditional media with engaging digital experiences. Key creative elements included:
Social Media Activations: Interactive campaigns on platforms like Instagram invited consumers to share their own “Save Your Style” stories. Branded hashtags like #SaveYourStyle and #turntocold encouraged users to share photos and videos of their cold water washing routines, amplifying the message while building a community of like-minded individuals.
Video Ads: A series of relatable and visually appealing commercials featuring consumers washing their clothes in cold water, while using Tide detergent. These ads showcased how Tide helped preserve the vibrancy and longevity of clothes, demonstrating that switching to cold water washing didn’t mean sacrificing cleanliness or style. The “Save Your Style” message was woven throughout, underscoring the importance of protecting clothes and the planet.
Experiential Marketing: At New York Fashion Week, Tide set up a fashion show where consumers could learn more about the benefits of cold water washing. This fashion show displayed “sustainably chic” outfits that were up-cycled fashionable pieces created by New York fashion students. We also created a giveaway where consumers would enter themselves in a drawing to win a laundry room makeover.
