For this project, I developed a comprehensive plansbook for Tide, a leading brand in the laundry detergent market. This was used for the National Student Advertising Competition. The goal was to create an integrated marketing campaign that not only strengthened Tide’s position as a household staple but also encouraged a key shift in consumer behavior: switching to cold water washing. The campaign aimed to show consumers that they could achieve cleaner clothes, preserve the integrity of their fabrics, and make a positive environmental impact—all while saving energy.
