First Place Winner 2024 AAF NSAC District 6
Problem | Consumers do not know all the benefits of cold water washing and Tide aims to increase loads of laundry done in cold to 75% by 2030.
Insight | People (18-35) care about the amount of time and effort it takes to finish their laundry routine.
Campaign Strategy | As the number one trusted brand, Tide will assure consumers that cold water washing is the best way to reduce time and effort by showing its cleaning capability.
Creative Strategy | To show that washing in cold is a no-brainer, we will reach consumers on an emotional and practical level by presenting its benefits through the lens of personification.
Big Idea | Cold Therapy: Help your Clothes Relax.
Executions
We based our media flight on the psychological stages of change, since we are trying to change our consumer's laundry habit to use cold water washing.
The stages are the order of awareness, contemplation, determination, and action.
Awareness | The Cold Couch
Contemplation | Cold in Session & Super Bowl
Determination | The Zen Cycle
Action | Spa Day & Influencer Partnerships
Awareness
The Cold Couch
Contemplation
Cold in Session + Super Bowl
Sweaters, Jeans, and more are featured through the lens of personification, talking about their experiences after switching to cold water.
Superbowl
Determination
The Zen Cycle (Experiential)
Summer is when we can really push that cold is better by letting people experience it firsthand.
Merchandise and experiential events are to be seen at music festivals and marathons across the country.
Action
Spa Day
The clothes from Cold in Session are back and on social media! They will talk directly to to the consumer featuring their before, being washed on hot, and their after, being washed in cold aka their new Spa Day.
2023-2024 American Advertising Federation Account and Creative Directors
