Tide: It's A Tide Ad

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Campaign details

Advertiser: Procter & Gamble Brand: TideAgency: Saatchi & Saatchi New YorkCountry: United States

Objectives

Tide challenged us to become 'the most loved brand of the Super Bowl' and surpass the highly-successful 'Bradshaw Stain' from Super Bowl LI. To make the Super Bowl a worthwhile investment for Tide, a brand with nearly universal awareness, the work had to meet the following three objectives:

Objective 1: Generate sales for Tide Ultra Oxi.

The Super Bowl was a perfect opportunity to promote the launch of Tide's newest and most effective product – Tide Ultra...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands