TIDE - NSAC
The 2024 corporate sponsor and client of the National Student Advertising Competition, Tide, asked student teams to develop a comprehensive advertising campaign targeting 18-34 year-olds that would inspire consumer behavior change to increase cold-water washing from 50% to 75% of all loads washed.
Through secondary and primary research methods including surveys, focus groups, and consumer product testing, my team and I found that over 80% of the target audience could not recall seeing any messages about the benefits of cold water washing or Tide’s “turn to cold” campaign. When exposed to the benefits of cold water washing, 75% of respondents said they would wash with cold water.
As the market leader since 1946, Tide is the preferred laundry detergent of American consumers. To appeal to a wide audience and break down artificial generational differences, the Generation Cold campaign unites consumers of all ages with a reminder that small changes have big impact and collective action can be powerful. Gen C is inclusive, optimistic, and practical, centered on 6 Cs: connect, conserve, create, clean, change, and cold. Grounded in research and strategy, my team and I developed and produced creative concepts for the Generation Cold campaign.
CAMPAIGN LOGO
CREATIVE MANIFESTO TV ADEXPERIENTIAL & OUT-OF-HOME
The Generation Cold logo emphasizes cold water washing in a clean and minimalist way with a water droplet, snowflake, and the color blue. The logo also highlights the message behind Gen C, making small changes that create a big impact. By incorporating the logo on various advertising materials, consumers will be able to detect the Generation Cold campaign and be inspired to make the switch to cold water washing.
PR PACKAGE
The Generation Cold PR box, which includes Gen C merch, is sent to micro-influencers who share with their followers how they embody the core message of Gen C: making small changes that have big impacts.
GAP PARTNERSHIP
SOCIAL MEDIA
Joining forces to redefine the concept of clothing care, the innovative partnership between Tide and Gap blends style with sustainability. A Gen C tag is included on Gap clothing that features the benefits of washing on cold. Additionally, a care label inside Gap jeans informs consumers on how to take care of their jeans the Gen C way. Customers can also win an exclusive Gen C hoodie when they spend more than $99 on Tide products.