PACKAGE REDESIGN
Eco-friendly bottles with fortunes activated by cold water.
SOCIAL
EDIT THE IMPACT
A small act like washing on cold saves 90% of energy and lowers your global footprint by 10%. Tide is flipping their logo, calling on everyone to ediT the impact of climate change.
OUT OF HOME
Cooling bus shelters with digital swirling boards, fans, mist, and water sounds.
Plus, interactive splash ads on buildings, festival fences, and sports events.
ACTIVATIONS
Tide’s sponsoring Tough Mudder races.
When runners get soaked in the “arctic enemas”, they’ll be shocked to find their shirt has transformed.
Tide’s only washing on cold and reporting their energy savings through the laundry app.
The open letters on the new bottles are left in each pickup locker.
