My Tide//Find the clean that’s right for you.

We developed a campaign idea -- as well as in-store solutions to fix one of Tide’s biggest retail problems: it’s a tough brand (and category) to navigate in the store. Our tools not only helped shoppers differentiate between the variants and truly understand the benefits -- it organized the aisle, without requiring retailers to make dramatic changes to their shelving. More than that, the “My Tide” campaign used the voice of Tide loyalists to solve one of Tide’s biggest brand problems: non-users didn’t think there was much of a difference between Tide and the less expensive detergents. We brought their voices in to store to add credibility to Tide’s message. Our in-store idea became the foundation for all other brand communication -- inspiring TV, digital, mobile, etc.