The goal of this program was to link Tide and the Super Bowl, two American icons. A unique part of the out-of-home program has been the ability to localize the messages, connecting with the interests of consumers in each market. This link between Tide and the Super Bowl demonstrates that Tide understands what is most relevant and important to consumers in the market. To generate awareness for Tide in the weeks leading up to the Super Bowl, Tide surrounded the New Orleans market with out-of-home messages in close proximity to the Superdome and in the French Quarter. Football-focused out-of-home messages were seen on over 240 outdoor venues throughout the market, delivering 83 million impressions. Messages were placed strategically in areas where stains might occur, understanding that many stains happen outside the home. In 1998, Tide laundry detergent began the “Point of Dirt” campaign as a strategy to improve communication to consumers outside the home. We tailor out-of-home messages to speak to our consumer where stains might occur “out in the world.” The “Point of Dirt” campaign has driven significant volume increases over the past three years. In 2001, the “Point of Dirt” campaign was rolled out to the New Orleans market, the host city of the Super Bowl. To reinforce Tide’s leadership and strengthen our connection with consumers, the media team identified an opportunity to use out of home in the New Orleans market to build an association between Tide and the Super Bowl, two American icons. We recommended the OOH media vehicles, and secured the premium signage in and around the Superdome. Tide is not just a laundry brand, but an American icon. Similarly, The Super Bowl has become more than simply a sporting event, but a venue to bring Americans together. The New Orleans program was an opportunity to link these two American icons. With our association with the Super Bowl, Tide feels more “present tense” and more current than ever. Tide will be seen as not only a laundry brand, but as a brand that has its finger on the pulse of life in America.A unique challenge was to communicate the association with the Super Bowl without being an official sponsor. Due to licensing restrictions, Tide could not use the NFL logo or any direct reference to the Super Bowl itself. The messages needed to communicate Tide’s cleaning equity in a way that was meaningful to football fans without overtly mentioning the Super Bowl.

In 1998, Tide laundry detergent began the “Point of Dirt” campaign as a strategy to improve communication to consumers outside the home. We tailor out-of-home messages to speak to our consumer where stains might occur “out in the world.” The “Point of Dirt” campaign has driven significant volume increases over the past three years. In 2001, the “Point of Dirt” campaign was rolled out to the New Orleans market, the host city of the Super Bowl. To reinforce Tide’s leadership and strengthen our connection with consumers, the media team identified an opportunity to use out of home in the New Orleans market to build an association between Tide and the Super Bowl, two American icons. We recommended the OOH media vehicles, and secured the premium signage in and around the Superdome.