Tide | Simply Switch

  • Account Executive-Campaign Director

  • Strategy & Research

  • Book Edit

  • Pitch Writing and Presenting

My Roles:

The Ask:

Increase cold washing conversions among 18-35 year olds while building brand love with this audience.

The Problem:

Cold washing with Tide’s formula keeps clothes cleaner, lasting longer and saves energy. But, despite Tide’s efforts since 2005, Gen-Z & Millennials don’t associate the brand with this behavior.

“I have seen a few Tide ads, but not anything about cold washing, and if I did, I never paid close attention to them. I didn’t even know what cold washing was until now.”

— Nathan, 21

In fact, laundry is a chore that they hardly spend any time thinking about until they're standing at the machine.

1082

Surveys

327

Man-on-street

40

Interviews

Copy Tests

51

Insight:

Everyday Optimizers find victory in doing more with less—especially when it comes to daily chores.

We coined the term “Eco-venient”, to describe how this audience supports sustainability, when it's convenient. Just as they seek out convenient “life hack” TikToks, meal delivery, and cheaper product dupes, Everyday Optimizers prefer simple eco-friendly initiatives with multiple advantages, such as time or money savings.

Strategy:

By simply switching to cold, Tide delivers an iconic clean with an effortless, eco-venient solution. This small change brings a sense of satisfaction, knowing they’ve done something good for themselves and the planet. Our campaign will amplify this feeling of “Tidefulness” by positioning this behavior as an obvious win for everyone.

Tide·ful·ness

/ˈtī(d)f(ə)lnəs/

1. The joy experienced when a small action leads to a positively clean and lasting impact

Print:

Exaggerated visuals show absurd laundry scenarios, with copy urging viewers to “simply switch” to cold washing.

Video:

Through comedic situations, an Everyday Optimizer learns to simplify their laundry routine with cold washing.

Promotions:

Tide has focused on traditional media in the past, but for the cold message to break the ice, unexpected media, out-of-home and brand experiences are the solution.

This campaign will gain over 3 billion total impressions!

Results:

  • NSAC 2024 District 10 1st Place

  • NSAC 2024 District 10 Best Presenter (Individual Award)

  • NSAC 2024 National Second Place

  • NSAC 2024 Best Visual Design Craft Award

  • Lubbock AAF Gold Addy

  • Lubbock AAF Judges Choice Award

Team:

  • Account Executive: Ashley Snyder

  • Creative: Cristina Hernandez, Carlos Gonzales, Mariana Sanchez-Perales, Stone Raunam, Cody McCain, Hope Esposito

  • Research: Mary Grace Gonzales, Bryan Cunningham, Rachel Mills, Mariam Elgarhy

  • Media: Daniel Irr, Robyn Bramble, Hannah Lawson, Matthew Kessel, Cody Wise

  • Promotions: Jared Lewis, Melanee Ellzalde