INTRO:
When Tide came to us to create a cold water washing campaign, we set out to immerse ourselves in 4 things: the laundry category, the cold washing climate, Tide, and our target audience. The laundry category is full of many players but is dominated by one: Tide.
Unfortunately, cold water washing does not have the same recognition and reputation as Tide. Our audience considers warm water to be synonymous with "normal" and "cleaner." We also found that most of our audience doesn't know about the benefits of cold.
We spent countless hours talking with our audience, doing laundry with them, and even observing their daily tasks. We ensured that we knew our audience's behaviors and motivations at a considerable depth because we needed a plan. Instead of focusing on the turn to cold itself, we focused on the hand that would be turning the knob.
Therefore, our campaign messaging is rooted in the unique needs of an effective behavior change initiative. Among all of our insights, it was clear that our audience needed something stronger than their fears, their resistance to change, and their complacency. The missing link? Confidence. We needed to position cold washing and laundry as a habit worthy of changing. Our campaign is designed to provoke the emotional narrative about laundry's position in our audiences’ lives.
THE ASK:
Build a multi-touchpoint campaign around increasing the loads of laundry washed in cold to 75% by 2030. Create a campaign that helps Tide support the younger generations.
OBJECTIVE:
Attributable growth of loads to cold (75% of loads on cold by 2030). Build brand love by supporting Tide’s overarching brand objective through driving increased brand consideration, preference & sentiment.
INSIGHT:
STRATEGY:
People don't like talk about laundry and do not care to help their "laundry game."
Spark curiosity for washing on cold with Tide through the Trojan horse of confidence.
Cold Confidence Plansbook:
Outlined in the plansbook is our research and strategy. Then leading into our creative and teasing a few of our deliverables, it explains our media strategy and audience segments.
THE CREATIVE
​Ad
Manifesto Video
In order to reach our audience on social media, Tide will create organic content on Instagram and TikTok to create entertaining content about cold washing. We will place paid ads on these platforms as well as Snapchat.
When you see Tide’s orange bottle, you know you are in the laundry aisle. We will place in-store activations in Target, Walmart, and Kroger stores to make Cold Confidence a part of the aisle. Cold Confidence will light up the Las Vegas skyline! We will buy a spot on the Las Vegas Sphere for one week during F1 races to increase audience interest and curiosity.
We will partner with The Special Olympics by providing Cold Confidence to those participating in the polar plunge, leaving participants with a branded towel as a souvenir to dry off with. Tide will partner with Spotify to create a "Cold Confidence Mix” to get listeners in the laundry mood. We will be the first to bring cold washing to the world of The Sims 4. Through an in-game laundry experience, players will purchase the Tide Cold Washer and can earn in-game currency when washing on cold using their new machine.
Pop Up Cold Washing Museum
Coachella Cold Tent
Adam Sander Super Bowl Ad: Adam Sandler is a beloved celebrity whose influence spans across our diverse audience. He is known for his extremely casual streetwear. We will run a 30 second mockumentary style ad during the 2025 Super Bowl starring Adam Sandler as the lead. The mockumentary will be Adam’s “revelation” about why he dresses the way he does. The big reveal? It’s his Cold Confidence.
My Contributions:
Project Manager, Research/Strategy Collaborations, Production Lead, Copywriter, Competition Presenter
The Results
BEST IN UNIVERSITY HISTORY
We were awarded 2nd place and recognized for best strategy.
