Approaching its 60th anniversary, Tide is launching a new campaign by Saatchi & Saatchi. The campaign will shift Tide’s message away from a traditional, benefits-driven approach to an emotional one.
“We’ve taken Tide out of the laundry room and given it a new voice, one that speaks more empathetically, and has relevance to a broader group of women,” said Julie Woffington, Tide’s associate director of marketing for North America
The inspiration for the campaign was an intensive research project involving in-depth conversations with subjects to find key insights about what women care about. Tide wanted to discover how the modern woman lives, what inspires her, what her day-to-day activities are like and what really matters to her.