The Ask: Tide tasked the National Student Advertising Competition (NSAC) with creating a campaign aimed at 18-35 year olds to increase the amount of loads of laundry washed in cold water and to build Tide brand love.

 

The Insight: In our qualitative research study, a whopping 100% of participants agreed that no environmental ad was successful in swaying them to use their product. Why? They weren't speaking the language of their consumer. For Gen Z and Millennial visionaries, we uncovered that their preferred language is coolness—meaning, what's in it for them? This translated to highlighting the environmental impact, cost savings, and fabric-care benefits of switching to cold through modern, approachable messaging and activations. Basically, we created a coldture.​​