The idea was a simple product demo around a cultural and social issue. We wanted to show how well Tide Pods work, but instead of washing a simple sweat stain or coffee spill; we wanted to wash away a deeper, more ingrained stain.

Hispanics in the U.S. get labeled all the time, and these labels are staining their lives. Fortunately, no one knows stains better than Tide. So using ketchup instead of ink, we printed many of these labels on t-shirts. Then we gave a group of Hispanics a chance to wash those labels away, and the opportunity to write new ones; ones that represented them for who they really are.

In the end, our product demo went way beyond the usual product comparison to prove something we have always known, labels are nothing but stains.

Tide embraced the opportunity to do their part and to add credibility to this effort and to prove that they stood behind the message, they partnered with The National Council of La Raza (NCLR) -- the largest national Hispanic civil rights and advocacy organization in the U.S.

#WashAwayLabels became a video that addresses the ongoing tension Hispanics experience when they encounter stereotypes they are so used to hearing – yet feel should be erased.

Other supporting efforts included recognized Hispanic celebrities, Ana Patricia Gámez, Maritza Rodriguez, and Giselle Blondet, to name a few, who gladly got behind the message and supported the effort.

Latina bloggers also got behind the message and shared it with their networks by wearing the t-shirts themselves. This resulted in viewers requesting the t-shirts, which made them feel truly empowered to wash away those labels, rewrite, and transform them into positive messages.

With a simple product demo, we created a rallying cry for U.S. Hispanics to express cultural pride and proved that Tide eliminates even the deepest of stains.

• 7.4 million hashtag reach

• 10.6 million social media impressions (Twitter + Facebook)

• 7MM+ video views, exceeding video benchmarks of:

o 35% View Through Rate on YouTube (2x+ higher than benchmark)

o 13% Organic Views on Facebook

Social listening showed Spanish speakers’ sentiment was 100% positive & creating an emotional response from consumers: “I just teared up watching a tide commercial…#WashAwayLabels @bre.nn” & “Damn you #Tide for making me tear up at a commercial…#WashAwayLabels”. We even generated 88% positive sentiment from English speakers. We saw a 111% lift in Tide social conversations across Facebook and Twitter, and Twitter showed 100% positive brand affinity towards Tide during the campaign.

In the end, we proved that labels are nothing more than stains.