National Student Advertising Competition
Strategy Team
Client TIDE
Tide Input
- Goal: Drive conversion of 75% of loads to cold by 2030.
- Issue: Fewer than .05% of Americans list cold washing as a home energy-saving eco-habit that comes to mind.
- Desired Belief: “Cold is all I need with Tide.”
- Target Audience: Ages 18-35 years old
Communications Objective
Frame cold washing with Tide as the easiest way to a better clean.
Human Problem
People swear by the comfort and cleaning power of warm water.
Audience Insight
We resist change unless we see an easier alternative.
Brand Edge
Tide is specifically formulated to deliver optimal results in cold.
Single-Minded Proposition (SMP)
Washing in cold with Tide is an easy way to make a positive change.
Easy is meant in all situations:
-easy to switch
-easy to be more eco-friendly
-easy to wash all kinds of clothes
-easy to preserve your clothes
-easy to save money
CREATIVE EXECUTION
PLANSBOOK EXECUTION
