CHALLENGE:
Tide's current “Turn to Cold” campaign is failing to resonate with with 18 to 35-year-olds, jeopardizing their goal to have 75% of laundry washed in cold water by 2030.

INSIGHT:
Key "turning points"—graduating, a new job, getting married, purchasing a home, starting a family—are when our audience is more open to reconsidering routine.

STRATEGY:
Highlight laundry changes during life's "turning points," creating opportunities for dial and habit shifts alike.

PROJECTED RESULTS:
4.3B Earned & Paid Impressions
4B New Loads Washed On Cold (In Year 1)
23% ↑ Target Audience Awareness
10% ↑ Owned Channel Engagement