Gonna Need More Tide
The Internet questioned why Tide increased the size of their detergent pods, so we used the Internet to give them the answer. We used the most viral videos with the biggest stains to prove out their need for more Tide—with the help of the Internet’s favorite celebrity meme, Kumail Nanjiani.
Collateral Stains
Rather than tell the story of the heroes you know, Tide turned the camera around to focus on the regular people who live in the Marvel Universe and have to clean the messes, and stains, the heroes leave behind. Partnering with Marvel, Tide went through all 36 films and ten TV series to identify every single collateral stain victim. Tide told their collateral stain stories from TV to TikTok, outdoor to OLV, and they treated the launch of the campaign like the launch of a Marvel movie, from sending the talent to the red carpet, turning them into action figures, even creating their own screening where fans could experience all the action — and stains — that happen in the Marvel Universe.
Tide / Lucky Jersey
One in four NFL fans have a lucky jersey they refuse to wash, which means one in four NFL fans have a dirty jersey. To encourage them to wash their lucky jerseys with Tide Hygienic Clean, we partnered with their favorite players to find out what it would take for them to wash their lucky dirty jerseys.
Tide / Bye Pile Week
Every NFL season, 184 million NFL fans start watching football and stop doing laundry—causing it to pile up. Instead of asking them to pick between doing laundry or watching their beloved team, we targeted the one week their team didn’t play—their Bye Week.
