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Tide Laundry Detergent is a successful product with successful advertising throughout the years. I will focus on how the one product has changed its messaging throughout the years. Although in the early years, the messaging and target markets were the same in more recent years the target audience has become more inclusive to a variety of people. I will also showcase the recurring strategies used throughout the years in various Tide commercials.

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Deconstruction is when you take an existing advertisement or campaign and backtrack what was created to end up with a brief that was possibly used. This is used to dissect existing ads and campaigns to determine if they were effective in solving the people. When using deconstruction it helps find if the message was strong and if the strategies were able to solve whatever problem a company was attempting to solve. It is also used to decide whether or not a company will continue advertising in the same direction as it has been in the past. Using deconstruction can help creatives brainstorm better ideas based on what the company has previously done

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Creative Strategy Statement:

To convince busy moms that Tide will help solve their laundry problems because it gets the toughest stains out.

Messaging Strategy to Solve Problem:

Consumer Focused:

Before & After Strategy

The commercial shows the before and after stains on the baseball pants and how Tide was able to remove them

Product Focused:

Product Demonstration Strategy

Shows how Tide removes even the toughest stains

Feature Strategy

Gets stains out

Smells fresh

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Tide Detergent - Baseball Stains Come Out  (1970 Commercial)

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Creative Strategy Statement:

To demonstrate to housewives that New Tide will work better than the competitors because it won't stop until the stains are gone.

Messaging Strategy to Solve Problem:

Consumer Focused:

Before & After Strategy

Shows the before and after of the stain on the tablecloth

Benefit Strategy

‘Tough Cleaning Tide’

Product Focused:

Product Demonstration Strategy

Shows how the detergent works in the wash cycle

Feature Strategy

Keeps working until the stain is out.

Product Comparison Strategy

Shows slide-by-side of Tide vs ‘most powders’ in getting the stains out

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Creative Strategy Statement:

To demonstrate to Moms that Tide will save any stained piece of clothing because it gets the toughest stains out.

Messaging Strategy to Solve Problem:

Consumer Focused:

Before & After Strategy

The tough stains on her son's uniform before Tide and after it came out of the wash

Product Focused:

Product Demonstration Strategy

Shows how the detergent works in the wash cycle

Storytelling

Mini Movie

Shows exactly what happened to the band uniform in a flash back type of way with narriation

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1990 Tide "My son's band uniform" TV Commercial

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Creative Strategy Statement:

To show single moms that Tide will get the toughest stains out even in garments that need to be washed in cold water because of their new cold water dissolving formula.

Messaging Strategy to Solve Problem:

Consumer Focused:

Before & After Strategy

Stain on the top before and after being washed with Tide

Product Focused:

Feature Strategy

Quick dissolving, even in cold water

Product Demonstration Strategy

Shows how the detergent works in the wash cycle

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Quick Dissolving Tide 2002 TV Ad Commercial

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Creative Strategy Statement:

To convince stay-at-home moms that Tide is the most cost-efficient option because to get a good clean by the competitors you have to use 5x more detergent.

Messaging Strategy to Solve Problem:

Consumer Focused:

Benefit Strategy

Using Tide is more cost-effective than the off brands because one cycle and it is clean

Product Focused

Product Comparison Strategy

Shows slide-by-side of Tide vs bargain brand and how one cup of Tide is equal to 6 cups of the cheaper brand

Feature Strategy

‘Acti-Lift Crystals’

Savings as the Star

Makes sense strategy

Using Tide you use less detergent and get a better clean.

Emotional Approach

Humor Strategy

She burns the muffins and the little girl states that she burns the muffins then she says she hopes nana is not watching

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Tide Laundry Detergent Commercial 2013 - Muffins

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Creative Strategy Statement:

To prove to busy NFL Fans that Tide is an efficient option to clean clothes because it gets week-old stains and smells out in one wash.

Messaging Strategy to Solve Problem:

Consumer Focused

Before & After Strategy

The stain on the sweatshirt before and after being washed

Benefit Strategy

Tide makes doing laundry easier and gets stains out even if they're crusty and old

Product Focused

Icon Strategy

Features Eagles Players Jordan Mailata, Jason Kelce & Fletcher Cox

Emotional Approach:

Humor Strategy

When the players pop out of the pile they begin to joke about how bad it smells.

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Tide: The Pile * Ads of the World™ | Part of The Clio Network

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The start of football season is quickly approaching, which means Tide is gearing up to release their NFL campaign. This season, we'll see Eagles players Jason Kelce, Fletcher Cox, and Jordan Mailata not-so-gently nudge an unsuspecting person to take care of a massive pile of laundry.

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Throughout the years Tide has focused primarily on the women of the family to be doing laundry. Throughout their advertisements, they target wives and mothers. In doing this their commercials focus on stains removing the power of their products. In more recent years, Tide has switched its target to include dads and single men. The ads also have become more light-hearted and a little comical for the audience. Overall Tide has had multiple successful advertisements and campaigns surrounding their products.