Campaign Concept | Campaign Design
Research & Data Summary
Tide is one of the most recognized and trusted laundry detergent brands in the United States. The brand has long been associated with powerful cleaning performance. In recent years, Tide has also focused on encouraging consumers to wash their clothes in cold water. Washing in cold water significantly reduces energy use because most of the energy used in laundry actually comes from heating the water. Despite these benefits, many consumers still believe that hot water cleans clothes better. This long-standing habit has made it difficult to shift behavior, even though modern detergents like Tide are specifically designed to clean effectively in cold water. Research also shows that Gen Z consumers care about sustainability but often reject messaging that feels overly preachy. Instead, they respond better to messaging that feels culturally relevant, humorous, or socially driven. These insights guided the development of this campaign direction.
The Problem
The core problem is that many consumers still believe hot water cleans clothes better. Because of this outdated belief, cold washing has not yet become the default behavior for many people. For Tide, the opportunity is to reposition cold water washing as the modern, normal choice rather than something consumers have to be convinced to try.
Target Audience
The target audience for this campaign is Gen Z, specifically college students between the ages of 17 and 25. This audience is important because they are often beginning to form independent household routines for the first time. Laundry habits developed during this stage can influence long-term consumer behavior, making it an ideal moment for Tide to introduce cold washing as the default habit.
Campaign Introduction
This campaign turns cold water washing into a competitive campus experience. Colleges compete to log the highest number of cold washes throughout the year, creating a bracket style tournament inspired by March Madness. By framing laundry as a competition, the campaign transforms a small everyday habit into a shared campus movement that encourages participation and school pride.
Web Banners
Social Media
YouTube Commercial
Radio Script
SOUND EFFECTS: Soft ambient campus sounds
ANNOUNCER: We’re halfway through the Tide Cold Campus Challenge, campuses have already saved over three
million kilowatt hours of energy.
SOUND EFFECTS: Washing machine click
ANNOUNCER: That’s the power of choosing cold. [school name] is washing cold, scoring points, and climbing the
bracket. Keep it up [mascot name]!
ANNOUNCER: We’re halfway through the Tide Cold Campus Challenge, campuses have already saved over three
million kilowatt hours of energy.
SOUND EFFECTS: Washing machine click
ANNOUNCER: That’s the power of choosing cold. [school name] is washing cold, scoring points, and climbing the
bracket. Keep it up [mascot name]!
OOH
Print
Media Plan
Spring - Challenge Launch
The Tide Cold Campus Challenge launches across participating universities. Digital ads, social media content, and
outdoor placements introduce the competition and encourage students to begin logging cold washes for their school.
The Tide Cold Campus Challenge launches across participating universities. Digital ads, social media content, and
outdoor placements introduce the competition and encourage students to begin logging cold washes for their school.
Media:
• Instagram posts and stories
• Web banners and digital ads
• Bus shelters and campus outdoor placements
• Campus guerrilla activations in dorm laundry rooms
• Instagram posts and stories
• Web banners and digital ads
• Bus shelters and campus outdoor placements
• Campus guerrilla activations in dorm laundry rooms
Summer - Awareness & Expansion
During summer months, the campaign focuses on building awareness and expanding participation. Digital media
keeps the challenge visible while students share results and encourage incoming students to participate.
Media:
• Social media content and interactive polls
• Streaming video ads and YouTube commercials
• Online leaderboard updates showing school rankings
• Social media content and interactive polls
• Streaming video ads and YouTube commercials
• Online leaderboard updates showing school rankings
Fall - Campus Competition
As students return to campus, the competition intensifies. New schools join the challenge and rivalry messaging
increases across media. Outdoor placements and campus activations encourage participation during peak dorm
living months.
As students return to campus, the competition intensifies. New schools join the challenge and rivalry messaging
increases across media. Outdoor placements and campus activations encourage participation during peak dorm
living months.
Media:
• Updated social media content featuring campus rivalries
• Outdoor advertising near dorms and student centers
• Experiential activation of physical leaderboards
• Radio spots and campus audio placements
Winter - Final Round & Championship
The campaign culminates in a final championship round between the top participating campuses. Digital and
print media highlight finalists and celebrate the winning campus while reinforcing the long-term habit of cold
water washing.
Media:
• Social media announcements and final leaderboard updates
• Print ads highlighting the winning campus
• Video content celebrating results and energy savings