THE CHALLENGE

Tide is a detergent brand that we all know and love, but as the brand and product has evolved, they’re starting to evolve their product offerings. One of them is Tide Cleaners — a laundry service. Our challenge was taking the beloved brand of Tide detergent and shifting it to laundry service on college campuses. What’s the best way to communicate Tide as a service — not a product?

THE SOLUTION

Our goal was to shift the long held perception that Tide is just soap, so we started by photographing the laundry service experience — drop off dirty and pick up clean. Then, we developed a full-funnel campaign that showcased the benefits of laundry service. Simply put: “better clean, better grades”, two benefits in one.