09.28.22
Procter & Gamble’s Tide is partnering with National Football League (NFL) to convince, incentivize and reward America to wash their lucky jerseys this football season.
A recent survey revealed that 73% of NFL fans who wear a lucky jersey think it helps their NFL team win, and 52% of NFL fans who wear a lucky jersey keep how often they wash it a secret. With that in mind, Tide is asking some of the league’s most loyal fans, “what would it take for you to wash your lucky jersey?” in a special campaign with NFL players and contest.
The partnership is focused on Tide Hygienic Clean Heavy Duty 10x.
“At Tide, we understand that NFL fans can be very superstitious and that there is a strong emotional connection that fans have with their lucky team items, particularly their lucky jerseys. In fact, we know that one in four NFL fans haven’t washed their lucky item in one year or more,” said Alex Perez, senior brand director at P&G, North America Laundry. “While we don't disagree that their item may be lucky, we do know it is dirty, so we’re asking what it would take to get fans to wash with Tide to remove both seen and unseen dirt and reward those that do.”
Tide has enlisted multiple NFL teams and players—Las Vegas Raiders Wide Receiver Davante Adams, NFL Linebacker Clay Matthews, Kansas City Chiefs Tight End Travis Kelce, and Pittsburgh Steelers Wide Receiver Chase Claypool—to encourage their fans to wash their #LuckyJersey. Through a series of content and social CTAs they’ll ask fans, “What Would It Take?” for them to wash their jerseys—offering them incentives ranging from autographed football items to a chance to meet their favorite players.
To enter the contest, fans can go to Davante Adams’ Instagram and comment for a chance to win. The contest ends on Oct. 23, 2022.
A recent survey revealed that 73% of NFL fans who wear a lucky jersey think it helps their NFL team win, and 52% of NFL fans who wear a lucky jersey keep how often they wash it a secret. With that in mind, Tide is asking some of the league’s most loyal fans, “what would it take for you to wash your lucky jersey?” in a special campaign with NFL players and contest.
The partnership is focused on Tide Hygienic Clean Heavy Duty 10x.
“At Tide, we understand that NFL fans can be very superstitious and that there is a strong emotional connection that fans have with their lucky team items, particularly their lucky jerseys. In fact, we know that one in four NFL fans haven’t washed their lucky item in one year or more,” said Alex Perez, senior brand director at P&G, North America Laundry. “While we don't disagree that their item may be lucky, we do know it is dirty, so we’re asking what it would take to get fans to wash with Tide to remove both seen and unseen dirt and reward those that do.”
Tide has enlisted multiple NFL teams and players—Las Vegas Raiders Wide Receiver Davante Adams, NFL Linebacker Clay Matthews, Kansas City Chiefs Tight End Travis Kelce, and Pittsburgh Steelers Wide Receiver Chase Claypool—to encourage their fans to wash their #LuckyJersey. Through a series of content and social CTAs they’ll ask fans, “What Would It Take?” for them to wash their jerseys—offering them incentives ranging from autographed football items to a chance to meet their favorite players.
To enter the contest, fans can go to Davante Adams’ Instagram and comment for a chance to win. The contest ends on Oct. 23, 2022.