It was
such a brilliant premise - every Super Bowl ad is a Tide ad, because everyone
in them is wearing clean clothes. Of course
they are!
It was
a clear message, cleverly executed. But
it got even better as they returned to it several times, throughout the game
featuring favorites such as Mustafa from Old Spice. (Come to think of it his pants were very
white.) And Sexy Mr. Clean - also very white.
And of course both brands are owned by Proctor & Gamble, as is Tide,
so they got in a few extra plugs along the way.
But
mostly they left me feeling that if I want my whites to be whiter, Tide is the
ticket. Awesome communication. And, it definitely broke through. It was awarded a Super Clio - for best of
game, and was number one on AdWeek's list of best spots. (Nudd, 2018) Everyone
else's too.
According
to Talkwalker, Tide was the number one brand mentioned on the Internet during
the game garnering 163,800 mentions. And
only 11,000 of those concerned the Tide Pod Challenge. Hmm. (Johnson, 2018)
That
is of course the elephant in the room.
And there was much speculation that Tide's decision to go all in on the
Super Bowl was an attempt to counter the negative dialog stirred by this
dangerous fad. But I suspect that it was
also about trying to halt the long term decline in sales for their premium
brands.
Hats
off to Saatchi NY. I'll be curious to
see if it works.
Nudd,
T. (2018, February 6) Tide Wins the Super Clio for Best Ad Campaign of the
Super Bowl. adweek.com. Retrieved
February 7, 2018, from
Johnson,
L. (2018, February 5) Tide's Spotless Super Bowl Campaign, as Seen From Inside the
Brand's War Room. adweek.com. Retrieved
February 7, 2018, from.
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