Tide
National Student Advertising Team Client
Breaking the Warm Water Habit
For decades, laundry habits have been passed down through generations, with many consumers instinctively choosing warm water for washing clothes. Despite Tide’s existing cold water technology, the challenge was to convince Gen Z consumers, to break this long-standing habit and switch to cold water washing for its environmental and financial benefits.
Switch the Cycle: A Movement, Not Just a Message
Tide’s "Switch the Cycle" campaign reframed cold water washing as a simple yet impactful habit change. By leveraging bold creative strategies, the campaign used immersive activations like the "Thrift with Tide" event, interactive cooling experiences at music festivals, and influencer-driven challenges like the TikTok "Polar Plunge Challenge." The media strategy prioritized high-engagement platforms such as Instagram, TikTok, YouTube, and even metaverse advertising on Oculus Quest. Through a mix of digital, social, CTV, podcast, and gaming integrations, the campaign directly reached the 18-35 demographic where they already spend their time.
Turning the Dial on Consumer Behavior
By September 2025, the campaign aimed to convert 75% of consumers to cold water washing, significantly increasing awareness of sustainable laundry practices. Through dynamic activations and high-impact media placements, the campaign strengthened Tide’s position as an innovative and environmentally conscious brand while shifting consumer perceptions and behaviors on a large scale.