Tide’s latest innovation, Tide Power PODS was perfect for doing laundry later. Designed to remove set in stains, it gave procrastinators permission to push their laundry off even more than usual. Our brief was to launch it during the Super Bowl in a way that engaged the audience and communicated the selling point of doing “laundry later” and letting it pile up.

The strategy was to engage different segments of the broad Super Bowl audience through partnerships. From Bud Light to Wonder Woman and the Masked Singer, actor Charlie Day showed up looking for later somewhere in everyone’s favorite thing. The multiple iterations drove repetition and ensured Tide Power PODS wouldn’t be lost in the noise of advertising’s biggest stage.

In the first quarter of the game, beloved comedian Charlie Day got a stain on his shirt. After being told Tide Power PODS would remove the stain later, Charlie was faced with another dilemma: when exactly was later? Was it during the Bud Light commercial in the second quarter? Or perhaps during a movie trailer in the third quarter. Would he have to wait all the way until after the game, when the Masked Singer came on? Charlie visited each of these moments throughout the game to find out until the fourth quarter when he finally got his shirt clean.

The Laundry Later campaign successfully launched Tide Power PODS, garnering 2.1 billion earned media impressions. Tide was among the top 10 most talked about brands during each quarter of the game, including 10,000+ posts about Tide and #LaundryLater. Not only did people join in the conversation, but Tide Power PODS saw a 30% lift in sales.