We all have to do laundry, and to most people, that’s all it is: a chore. Maybe you do it to clear the pile off your chair, check something off your to-do list, or because you’re on your last pair of underwear. No matter what your laundry day looks like, we get that you find comfort in your habits.
Switching to cold water washing isn’t about disrupting your routine — it’s a simple switch that adds perspective to the chore.
The Simple Switch: Speaking to Tide's innovation in the laundry room and beyond.
The Habits: We understand it's hard to break a habit. The good news is, switching to cold is easy.
Experiential: Turn to cold at Tide x REVERB hydration stations, hosted during the nation's hottest music festivals and events.
Philanthropy: Tide Loads of Hope collaboration with Period Action Day to raise awareness for menstrual poverty.
Guerilla: In-store end caps boast the #TurnToCold message on a refrigerated clothing case to turn heads down the frozen aisle.
Digital: 1-step verification campaign on high-traffic academic sites to remind 18-24 year olds to wash on cold.
The Book: The whole shebang.
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Awards & Accolades:
Tenth Place Overall Student Campaign (National) | AAF American Advertising Awards
First Place Overall (Regional) | AAF District 15 NSAC
Best in Show (Regional)| AAF District 15 American Advertising Awards
9 Gold, Silver, and Bronze ADDYs| AAF District 15 American Advertising Awards