“Go cold with Tide”
NSAC | IMC | Video | Household
NSAC Campaign for Tide
Team
Creative Team
Karanshu Agasthi, Faith Badgley, Nick Bozzelli-Levine, Lars Conard, Jesse Eum, Allison Irace, Max Kim, Emma Roth, Allie Simpson, Izaac Snodgrass, Caleb Yager
Promotions Team
Lauren Atkinson, Kaitlin Bowens, Susanna Fravell, Kaylin Matthein, Eunice Pak, Cora Shaw, Ava Riddle, Kyra Ulrey
Video Production and Editing
Karanshu Agasthi, Terry Johnson, Catie Maria
Talent
Nomsa Andedo, Kaitlin Bowens, Lars Conard, Dalijah Marks, Mikaylah Miana-Angel, Nick Rodecap
Background
The National Student Advertising Competition (NSAC) offers a yearlong case competition each year.
As a member of IU’s 20-person team, we put together a multichannel campaign proposal for 2024’s sponsor, Tide.
Objective
Convert 75% of loads to cold water by 2030 and build brand love for Tide among adults 18-35.
Insight
While the environmental logic behind cold water is clear, we found our target washes for other reasons.
Washing in cold preserves clothes, saves money, and protects the environment.
Oh yeah. We did video.
We start with then-to-now mockumentaries, taking inspiration from sitcoms like The Office.
In Sam and Joe’s stories, we dramatize the detriments of washing in hot.
Then, we show how people can break the cycle of faded clothes with the power of Tide and cold water.
Much of our messaging provides snappy reminders to go cold with Tide, utilizing symbols and metaphors for movement and temperature.
This video, for example, transforms a steamy sauna into a freezy freezer.
Below, an animated experience at the Las Vegas Sphere zooms in on the inside of a washing machine as it fills with water.
Eventually, the water freezes into ice water. The tagline “Go Cold with Tide’’ fades in. Then, the Tide logo expands and spins around the sphere.
We’d also send 14 influencers to Aspen for a cold Tide vacation.
Here’s an example of what their posts could look like.
Event promos span all four seasons, placing Tide in cold situations, creating social moments, and educating the public with demonstrations and free swag.
Now, who doesn’t like some free swag?
Plus, a collab with the Sims and a Snapchat filter gamify our promise while an in-store igloo provides a unique way to go cold.
Execution
Young adults wanna be green. They really do.
But greenwashing in recent years has made them a bit skeptical.
So, saying “wash in cold to save the planet” just won’t work on its own, no matter how true a phrase it is.
Fortunately, our research taught us that older gen-z and younger millennials often wash cold for other reasons, like protecting color and saving on energy bills.
Summed up, going cold with Tide saves your clothes, your money, and the environment.
With the nitty gritty out of the way, we sprinkled these facets into our creative and promotions. Also, reminder ads give our longer messages an added boost while placing Tide dead center in that hot-to-cold decision.
Though we didn’t move beyond the regional round, I’m proud of the work my team and I did. I got a great taste of real agency life.
My largest contributions to the team include writing/directing the Sam/Joe spots, concepting the Sphere and outdoor placements, and designing the final versions for many of our executions. I was also one of our four presenters at the regionals in South Bend.
