Tide
For the University of Idaho's 2024 National Advertising Competition Team, I was the Director of Research and Strategy and a team presenter at our district competition. We placed second in the northwest and had the highest-scoring presentation. Here's our campaign, titled "Let Tide Decide."
The competition-wide client was Tide. Their goal? More people washing their laundry on cold.
Our Big Idea:
People don't want mundane chores to be the thing adding stress.
We positioned Tide as the cold-washing solution to making their everyday lives simpler.
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Busy life? Let Tide Decide to wash on cold. It's simple. Don't let laundry be an additional stressor.
Our research process:
I led my team through our three-month research phase, which included interviews, secondary research, and a survey. The goal was to create a campaign built on human-centric insights rooted in research.
How the research influenced our creative direction:
Personas
Based on our research, we created our personas to represent the different emotional benefits of cold washing.
Design
We created this tide-colored line to guide consumers through their laundry process. The tangled mess shows laundry doers in their stage of confusion. Once Tide gets involved, the line smooths out to represent laundry clarity.
