Challenge
Develop a Tide campaign for the National Student Advertising Competition that encouraged 18–35 year olds to shift laundry behavior toward cold water washes, supporting the brand goal of reaching 75% adoption by 2030.
Approach
Our team analyzed 18–35 year olds’ attitudes and behaviors around laundry through surveys, whitepapers, and MRI-Simmons data to understand barriers to cold water adoption. This revealed a key perception issue: cold water was seen as less effective than hot. I translated this into a strategy that reframed cold water washing as a way to take control of your clothes, your wallet, and the planet, emphasizing tangible benefits for an audience motivated by sustainability and practicality.
Impact
Our “Control the Cycle” campaign won the NSAC District 1 Competition.
