Procter & Gamble's Tide

Solving the Case with Tide on Cold: A 10-Week Strategic Campaign (American Advertising Federation)

Awarded: Placed 5th regionally

During this 10-week course, I collaborated with my team to develop a fully integrated marketing campaign for Procter & Gamble's Tide, leveraging consumer insights, strategic media planning, and creative activations to shift laundry habits toward cold-water washing.

Understanding the Challenge

We conducted extensive primary and secondary research, analyzing over:

• 211 trade articles, studies, and databases

• 200 social media posts & product reviews

• 85 competitor campaigns

• 70 consumer shopping observations

• 60 in-depth interviews

• 740 targeted survey responses (U.S. & Canada)

Our research revealed a key issue: many consumers don’t trust cold water to clean effectively. Despite growing sustainability concerns, people were hesitant to make the switch—especially if they feared stains, odors, or high costs.

The Big Idea: “Solve the Case”

To address these concerns, we developed the “Solve the Case with Tide on Cold” campaign. Using engaging storytelling, we positioned common stain mishaps—like spilled coffee, dropped sushi, and messy DIY projects—as mysteries solved by Tide’s cleaning power in cold water.

Creative Execution

We activated our campaign through a multi-channel marketing strategy, including:

1. Out-of-Home Advertising

• Bus wraps featuring a visual illusion of spills and stains being cleaned.