Tide Wins The Super Bowl - who would have predicted that?

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

http://www.adweek.com/creativity/tide-wins-the-super-clio-for-best-ad-campaign-of-the-super-bowl/

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.

http://www.adweek.com/digital/tides-spotless-super-bowl-campaign-as-seen-from-inside-the-brands-war-room/

Can NASCAR do for Tide what oil spills did for Dawn?

Apparently, a fire broke out on the track of the Daytona 500 last year.  Spectators were surprised when crews pulled out huge boxes of Tide to douse the flames and clean-up the mess.  P&G decided to take advantage of the opportunity and created a 15 second spot explaining what happened.  In case you missed it, here it is.

http://www.youtube.com/watch?v=L4AY0ehdagI

While I am not a NASCAR fan, I can’t help but be impressed by the fact that Tide was used in this critical cleaning situation.  (Full disclosure, I am a Tide user.)  As someone whose brand loyalty to Dawn began when it was used to clean oil off of baby ducks after a tragic spill, I can’t help wonder if this effort will be equally successful for Tide.  I guess only time will tell.

(2012, December 28)  Television: Starcom MediaVest P&G and Tide, Tide at daytona 500.  mediapost.com.  Retrieved January 2, 2012, from

http://www.mediapost.com/publications/article/189699/television-starcom-mediavest-pg-and-tide-tide-a.html#axzz2Gpy7lzto

Am I the only one suffering from charity burnout?

4/13/09

It seems like every time I turn around these days someone is informing me that part of the money I just paid to buy something is being devoted to some worthwhile cause.

The latest one jumping on the bandwagon is Tide detergent. They have been touting their disaster relief efforts, most notably those for victims of Hurricane Katrina, on television, and are now introducing a new package design featuring their beneficiaries that is scheduled to run through June. (Hopefully this isn’t a Tropicana packaging disaster in the making).

P&G, Tide’s parent company will be donating 10 cents from each sale of the newly packaged detergent to disaster relief. (Wong, 2009)

While a study conducted by Self magazine and consulting firm Latitude in spring 2007 indicated that women will pay an extra 6.1% for products associated with a social cause, I am skeptical. (“Self Study: Women Willing To Pay Premium for a Cause”, 2007)

Frankly, I’d rather decide for myself which charities I want to support rather than having someone else do it for me. What do you think? Is donation to a worthy cause a motivator for you when you make your purchase decisions? Would you pay +6% more?


Wong, E. (2009, April 10). Tide’s Charitable Makeover. brandweek.com. Retrived April 12, 2009 from:
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3id54466e9215cc2ba9ef1c644d5ea54fa

(2007, October 15). Self Study: Women Willing To Pay Premium for a Cause. AdWeek, p38.