Tide Integrated Campaign
For the 2024 National Student Advertising Competition myself along with a team of creative and strategic advertising students were tasked with spreading awareness of Tides cold washing capabilities. We created a campaign that will change the way you take on laundry.
Insight: Freedom begins when you start breaking rules.
Product Redesign: Environmentally Thoughtful Bottle
Fun fact about cold washing: By washing four out of five loads of laundry in cold water, you could cut 864 pounds of CO2 emissions in a year, an amount equivalent to planting 0.37 acres of U.S. forest.
When deciding to tackle the redesign of the classic Tide bottle, it almost felt like a disservice not to. The purpose pushing the cold wash was,
1. Because Tide was formulated to excel in cold water
&
2. Because it's better for the environment to use cold water.
So why would we only half care about the environment? The Classic tide bottle had to glow up.
A reusable tempered glass bottle promotes the act of reusing and reducing waste. The reusable bottle could also be accompanied by refill packs sold by Tide that would allow buyers to refill their bottles. This would cut back on overall waste while also reducing the long term cost of buying detergent.
On the back label, consumers can see through the semi clear glass as they use the product while also learning environmental facts that show how Tide and the utilization of cold water benefits the environment.
Product Display: Aisle End Cap
Aisle Sign
