ABOUT

People don’t realize that they can bring their eco-friendly values into the laundry room, how easy it is to do it, and how big of an impact it can make. 90% of the energy in the laundry process can be eliminated if people didn’t heat the water, but only 8.6% of consumers knew that energy savings, which ultimately helps the environment, was a reason to switch to cold. We needed to change this perception because this ignorance is adding up. Over average 73 million+ loads of laundry are done every day. If every one of those loads were done on cold, we’d remove up to 55 million kilograms of CO2 from the environment a day, which is like removing 8 million cars off the road. And since Tide is not only designed to clean in cold, but it’s also better at cleaning in cold than the bargain detergent is on hot, we knew that it was the only brand that could encourage everyone to turn to cold and make an impact. So we set out on a mission to let America know. We knew we had to break through the crowded environmental marketing space and leverage several voices and reasons to believe to motivate our diverse consumer audience. We also were up against the fact that detergent is a low involvement category and that it’s been ingrained in people’s minds for years that washing on hot = clean. Introducing #TurnToCold. We brought together “cold” pop culture icons “Stone Cold” Steve Austin, one of America’s best known professional wrestlers, and Ice-T, an actor best known for Law & Order: SVU to convince celebrities like Vanilla Ice, Mr. T, Annie Murphy and Gordon Ramsay to turn to cold. Then to prove Tide’s superior performance in cold water, we called the NFL and convinced 15 teams— and all of their fans—to wash in cold. We hit multiple pop culture verticals, from music to entertainment to sports. Ultimately, Tide got more people to turn to cold than ever, talk about #TurntoCold, and ultimately buy Tide. In the first 10 months of the campaign we saw incredible results: Over 1.3 billion new loads done on cold. That results in over 1 billion kilogams of CO2 saved. That’s like taking almost 400,000 cars off the road for an entire year. Consumers became advocates of Tide and #TurnToCold which helps us reach even more people with over 1.4 billion organic social impressions and over 2 billion earned media impressions. Tide moved off the shelf with a +39% sales lift of Tide Hygienic Clean, the product featured in the work. This made Tide Hygienic Clean alone bigger than three of our competitors’ entire brands.