Once 2020 hit, people got very good at deep cleaning. But one area they weren’t deep cleaning was their clothes. The brief was to drive awareness and purchase of Tide Hygienic Clean, and its deep cleaning properties. To achieve this we aimed for mass awareness and an idea that would break through the cluttered landscape of the Super Bowl to engage viewers and remain top of mind when consumers are making their purchasing decisions.

For Super Bowl LV Tide brought a hoodie to life and made America consider what their clothes go through on a daily basis. Legendary Seinfeld star, Jason Alexander, lent his face to a teenager’s hoodie, and reacted to every injustice the day brought upon him, set to the tune of a Seinfeld Easter Egg for mega-fans. From dog drool, to chewed bubble gum, and a mouth full of garbage, viewers saw the world through the eyes of the hoodie - and spoiler alert: it wasn’t pretty. The spot activated Jason Alexander’s dedicated fanbase online who shared the spot and demanded a hoodie for themselves. WIth a tweet from Jason Alexander, we drummed up excitement for the possibility of hoodie merchandise and then on Super Bowl Sunday, we launched a microsite where fans could donate to charity for the chance to get one.

Promoting the relevant consumer insight that our clothes are dirtier than they look was the crux of the strategy. It was this relatable truth that allowed us to deliver the key product messaging of Tide Hygienic Clean’s deeper clean, designed to wash away dirt trapped in between fibers. Seeing all of the unsanitary conditions the Jason Alexander hoodie went through via the spot and our extensions, made consumers rethink what their own clothes go through on a daily basis.

Our goal was to engage as many fans as possible, of course leveraging the massive audience of the Super Bowl, but also through the sheer popularity of Jason Alexander and by leveraging the trend of graphic shirts and hoodies that feature oversized faces. The spot was released before game day, garnering buzz ahead of the official airing and driving up excitement around the hoodie itself. We mailed members of the media framed hoodies that they went on to share on social platforms, making the exclusivity of the hoodie feel even greater. By the time the spot aired during the game, enough people were clamoring to get their hands on a hoodie that the release of our microsite was satisfying a consumer demand, and kept the Tide Jason Alexander Hoodie spot relevant throughout the game.

Jason Alexander Hoodie garnered 2.4 billion earned media impressions in over a thousand publications. Fans enjoyed the spot, reacting with a 99% positive neutral sentiment, and keeping #TideHoodie a trending topic for the entirety of the game. Contributions on the microsite to win a hoodie raised over $60k in donations, and gave viewers something to talk about even weeks later. Since the Super Bowl, Tide Hygienic Clean Sales are up 14%.