How Tide changed laundry day to help their customers out
Tide realised their customers were stuck doing laundry on a Sunday when they wanted to be watching the football. So they crowned Tuesday the official laundry night instead.
Context
Tide, a P&G brand, is America's most popular detergent. That said, the team at P&G recognised that home and hygiene is a low-interest category. To continue to drive consumer preference and, with it, sales, they needed a campaign that could cut through the boredom and get people talking.
Objectives
- Elevate the brand beyond the functional domain of laundry detergent by becoming one of the most talked about brands of the NFL season
- Motivate people to engage with Tide
Insight
Tide recognised that Sunday was split between watching football and doing laundry, leaving football fans with little to celebrate.
Strategy
Tide partnered with the NFL to make Tuesday the new laundry night - and give fans the peace to watch their teams play without the burden of laundry chores.
The hero partnership was supported by paid media and social shenanigans (including a small war with 'The Voice' who thought they owned Tuesday evenings) to drive mass awareness and excess share of voice.
They also hijacked a pre-existing hashtag, #LaundryNight, and entered anyone that used it into a competition to win Tide pods.
Outcome
Between broadcast TV spots, SNL partnerships and plenty of online media to drive conversation, the campaign generated 1.13 billion impressions, and grew sales of Tide PODS Ultra Oxi by 47%.