The story behind the campaign
Challenge
Tide is America’s leading detergent and is found in almost half of American households. Tide has been in the market for over 70 years and its unaided awareness is approaching universal. The challenge for Tide is to continue to grow household penetration and deepen consumers love for the brand.
Creative concept
Our creative concept developed from a consumer insight and brand truth. The insight was ‘it’s easy to take clean for granted.’ We go about our daily lives with an expectation that our clothes will be clean, so much so that we don’t pay...