Campaign details

Brand: Tide
Advertiser: Procter & Gamble
Lead agency: Saatchi & Saatchi

Effie awards category context

We turned a stain into an ad

In 2017, we wanted to celebrate America's #1 detergent – Tide – on America's biggest stage – the Super Bowl. And knowing everyone watching the game is waiting for a mistake, we wondered…

Could we troll the Super Bowl with stain on a legendary football commentator during live broadcast?

We could! During the Big Game, millions witnessed commentator Terry Bradshaw appear on TV in a stained shirt. Thousands tweeted about the "mistake." Then Tide claimed the stain with an ad. Sales of Tide Pods increased 22%, and Tide penetration hit an all-time high.

State of the marketplace and brand's business