Creative Effectiveness > Creative Effectiveness
TIDE MIRACLE STAIN
SAATCHI & SAATCHI, New York / PROCTER & GAMBLE / 2014
Overview
Credits
Overview
BriefExplanation
For the first time in 5 years, Tide, the most popular laundry detergent in the United States, decided to run a commercial in the Super Bowl, the most popular sporting event and biggest showcase for advertisers in the United States.
The ask was simple: make Tide the most talked about brand in the Super Bowl.
The brief, however, wasn’t that simple. For one, Tide had little association with men’s sports. And two, we needed a way to make laundry more interesting than the beers, babes and talking babies in other big game spots. So, we looked for a sign from the heavens. And it came in the form of a salsa stain resembling football great and 4-time Super Bowl champion Joe Montana.
A fully integrated campaign for Tide was rolled out around the idea that some stains are worth keeping. We called them “Miracle Stains.” This Miracle stain produced miracle results.
The response was immediate. The spot earned an 86% positive sentiment rating, highest in the game, and scored #2 on the USA TODAY’s Ad Meter. Major news and broadcast organizations picked up the story as well. The “Miracle Stain” campaign was spread through online advertising, owned media, YouTube and social media content and topical posts. Tide had the #2 and #3 trending Twitter topics immediately after the spot.
Because the entire campaign would ultimately be topical to the two teams playing in the Super Bowl, the production was dependent on the outcome of multiple football games and had to be squeezed into an ambitious 2-week timeline.
Our rollout and media placements were just as risky: the brand ran the spot in the 4th quarter knowing full well the twist at the end would either be a success or a failure: the hero’s wife – a fan of the opposing team – washes his jersey in Tide. Considering the score at the time the spot ran and the eventual outcome, it definitely paid off.
At the end of the four-week campaign, Tide had the biggest online response in the brand’s history, gaining 1.5 billion earned impression and 57 million combined videos views. The Internet buzzed with nearly 6,000 Facebook comments, 115,000 likes and 8,000 shares over the course of the campaign. Most importantly messy football fans everywhere slept a little better at night knowing they were just a spill away from celebrity.
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