The goal was to bring some sizzle back to a sizzle-less category. After decades of very little innovation in the laundry category, Tide wanted to redefine the market with the launch of Tide Pods: a completely new form of detergent in a 3-in-1 unit dose.Pop in: Stand out. When you pop a Tide Pod into your wash, it pops your whites, pops your colours, pops off stains. It gives you a clean that pops. So 'pop' became the natural theme for our campaign.

It inspired the look and the language.

What better way to describe the new Tide Pods, a revolutionary 3 in 1 unit-dose that you just Pop in the wash, than with the word Pop? It’s a pop of Tide in your wash. It pops your colours, pops off stains and gives you a clean that pops. So Pop Art was the inspiration for the whole campaign. For the pre-launch teaser phase, we commissioned 5 Pop artists to interpret the product’s unique form. Each different design was matched to a different kind of Pop: 'bright', 'clean', 'crisp', 'cool', etc. The final artwork turned into bold posters that created anticipation around the upcoming Tide Pods release.

Within the first few months of its launch, Tide Pods are performing ahead of what was expected by P&G. Shipments are over delivering and the tubs featured in our advertising are selling over forecast. Between customer teams and an online sampling programme, we shipped over 8m samples. The Tide Facebook page saw an increase of 227,000 fans since our launch. We’ve given people a new reason to love the brand. All of a sudden, the world has more pop and Tide Pods are making laundry a lot more interesting.