Case Study
Tide
Our creative helped launch two new products for Tide.
Challenge
Tide launched two innovations with very different problems. The Washing Machine Cleaner addressed an invisible issue, scum buildup inside the drum, that most consumers didn't know they should worry about, giving the product no natural emotional pull. The Laundry Stain Remover needed to stand out in an already crowded stain-removal category in a way that felt emotionally resonant rather than purely functional.
Creative Solution
For the Washing Machine Cleaner, we borrowed the language of automotive performance, launching a campaign called "Facts" that reframed the washing machine as a powerful machine ("Your washer spins at 80 MPH!"), making invisible grime feel like mechanical failure. For the Stain Remover, we leaned into the emotional side of a mess, capturing real reactions like horror, embarrassment and laughter, then made the creative contextually relevant to season, day and location using social listening and search trends.
Results
The Washing Machine Cleaner captured 30% of the market within one year while growing the category by an estimated 20%. The Stain Remover hit its yearly sales target by the end of April. Both campaigns launched as a fully integrated, omnichannel effort across 11 platforms.
The Challenge
Our creative helped launch two new products for Tide.
The Approach
Creative · Product Launch · Integrated Campaign
The Result
Two new products launched
Start a Conversation
Solving a similar category challenge?
If your brand faces a similar brief, we'd welcome a frank conversation about how we'd approach it.
