Did you know that cold water actually cleans clothes better than hot water? Did you say ‘No way?!’
I was afraid you might. That’s why when Tide tasked us to create a full-year advertising campaign
to convert 75% of laundry loads to cold water washing, as well as boost brand sentiment among
18-35 year olds, we knew we had our work cut out for us.
Boiled down, no ad can make a consumer turn the physical knob on their washer to utilize cold
water. Instead, our campaign encourages consumers to control their laundry choices the same
way they control other aspects of their lives. We wanted to overcome various barriers with our
campaign such as the universal belief that cold water doesn’t clean as well as hot water, as well
the lack of awareness about the benefits of cold water washing. Our campaign achieved these
objectives, winning our team 1st place in the District 1 Competition of the National Student
Advertising Competition (NSAC).
Sphere 24 hour takeover:
Over the course of an entire day the Las Vegas Sphere would fill with money drawing attention and intrigue from the public. After the 24 hours end it reveals the cash amounted is how much the public could save if they switched to only washing on cold.
Nation Wide Cold Plunge:
What better way to promote cold water washing then having yourself jump in some freezing cold water! This microsite encourages exploration by allowing the viewer to physically dive deeper to learn more information and build curiosity.
Influencer Iceland trip:
What To truly connect with our target demographic influencers had to be part of our cold water washing takeover. Over a course of week #getreadywithme creators take on Iceland doing loads of cold activities and loads of laundry!