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“Time for change? Time for Tide!”

This campaign was meant to focus the firm's efforts on college students, encouraging them to adopt a cleaner, more effective, and efficient detergent product. By using an informational/consumer focused strategy, we'd start by setting up educational product demos at Freshman Orientation Booths across the Northeast, giving the student and their parents peace of mind that with Tide, they’re in good hands.

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Shine+ A (Fake) Family Company

I fabricated a fictitious laundry detergent company, Shine+, and developed a fun and honest brand personality. This tri-fold informational brochure has history and product information with the goal of getting consumers to join their Rewards Program.

Media Plan: These could be launched at several different times of the year. We find informational brochures are most read at medical offices and grocery stores, and medical appointments peak at the end and beginning of the year due to insurance reasons so the brochure would garner more reach and impressions that way. Grocery stores could host this brochure in August before families begin reassessing their home routines before the start of the academic year.

Messaging Strategy: "Informational and Call To Action Strategy" These brochures contain specific product information as well as a story of their company's history. This helps the consumer understand the brand and their product. The call to action is inviting the consumer to "Join their family" and to "scan the qr code" for discounts.

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Turn down the heat. Turn up for _________!"

(Savings)

This cheeky little skit is fully focused on the savings aspect of Cold Water Clean. Following our main character, Jason a college student, as he gets ready to go out later that night. He goes through the ways the detergent has saved him money and the benefits of having that extra money for a time like today. then of course a Direct Call to Action telling consumers to stop using hot water in the headline while then telling listeners to go to Tide's website for more information. The headline is adaptable as the last word could be anything! Turn up for Savings, Tide, Tonight, The Environment etc.. The Media Plan calls for releasing this after the summer of the first inaugural TideFest right before school starts. Students that knew about or went to TideFest would hear this ad in their regular podcast listening on whatever streaming service or over SiriusXM or FM radio and would be more eager to listen to an ad related to Tide having made a positive fun correlation with the brand that summer.

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Consider the strategic choice of using MP4 files for the "audio only" segments of the campaign. This decision acknowledges that many of today’s leading podcasts, while offering an audio-focused experience, also provide a video version. Utilizing MP4 files allows the campaign to capitalize on every opportunity to display additional information during these segments, such as graphics and logos during ad breaks. This not only enhances the audio message but also reinforces the brand's presence visually, ensuring a more comprehensive impact.

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Ear Biscuits: Two lifelong friends talking about life for a long long time.

Imagine selecting the Ear Biscuits podcast as the focal point for the #PodPressure campaign. The hosts, Rhett and Link, are not just internet personalities but also best friends, creators, and fathers in their forties, whose children fall into the 18-24 age group targeted by the campaign. Their podcast resonates with dad humor and life lessons that appeal to this demographic, who often value their advice.

The choice leverages Rhett and Link’s influence because when they recommend trying Tide, their endorsement might carry more weight with young adults than even advice from their own parents. (Teenagers, am I right?) It’s a strategic move, tapping into the trust and rapport they have built with their audience.

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I formatted the promo spot specifically for viewing on an iPhone, as if it were being displayed on TikTok or Instagram Reels. This is designed to closely replicate what the potential audience might experience. By tailoring the presentation to fit these popular platforms, the campaign can effectively gauge the impact and appeal of the content, ensuring it resonates well with users in their actual viewing environment.

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TideFest Music Festival Campaign Overview

Imagine Tide redefining its brand presence by integrating itself into the festival scene, making it synonymous with one of the year’s most awaited events, TideFest. This strategy positions Tide not just as a laundry detergent but as an essential part of unforgettable festival fun.

Social Media Strategy: The campaign kickstarts with a dynamic setlist announcement on Instagram, Facebook, and Twitter two months before TideFest, featuring headliners Grouplove, Olivia Rodrigo, and Sabrina Carpenter. Utilizing hashtags like #TideFest and #TurnUpForTide, the strategy aims to maximize engagement and amplify the festival buzz.

Event Details: Set in West Palm Beach, Florida, during a peak summer weekend, TideFest promises a lineup filled with popular artists. The festival experience is enhanced with interactive zones such as 'Laundry Lounge' and 'Spin Cycle' stages, plus celebrity meet-and-greet sessions, all branded with Tide’s imagery.

Transit Advertising: Starting in early May through June, transit ads across Florida will spotlight TideFest and Tide ColdWater Clean, featuring vibrant visuals and the inviting slogan, "Ask me to take you there!"

This comprehensive campaign links Tide to both entertainment and environmental sustainability, promoting the benefits of using Tide ColdWater Clean.

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1.) Command Headline- "Call To Action Strategy" Part of a much larger campaign, this headline:

“Turn down the heat” = Stop using hot water/implying start using Cold Water Clean.

“Turn Up" (for Tide!)= Slang expression for bringing life to the party! Creating brand association with Tide and a good time!

2.) Direct Headline-"Parody Strategy & Feature Strategy" The Keurig commercial this was written for had a Star Wars movie night theme and the "Statement. Question? Yell!" repetition is a parody of the "They fly now!" scene in Star Wars: The Last Jedi. Repeating the line is not only funny, but also good for the audience to remember the key feature we would be selling for the Keurig.

3.) Question/Answer Headline- "Tender Emotional Blackmail Strategy" Approaching consumers in a guidance/parental approaching for college students coming of age and looking for a sense of independence. Showing them that if anything, there is one practical choice they can pick and it is Tide.