Tide is partnering with actor Kumail Nanjiani for a new marketing campaign, "Gonna Need More Tide," that rolls out today. The project promotes "new and improved" Tide Power Pods which have 85% more Tide in every pac, according to the P&G-owned company.
In the TV spot launching on Friday, March 17 , Kumail unexpectedly pops into a variety of "silly, real-life messy situations to showcase when you’re Gonna Need More Tide. From his comedic chops to his ability to bring empathy and levity to any awkward situation, you can’t help but laugh along," said the company.
The brand created shareable memes, videos, GIFs and lenses while encouraging consumers to post user-generated content (UGC).