It’s Always a #TideAd
It's tough to hear, but your customers probably aren't thinking of you unless you put yourself right in front of them. But with a little creativity + a lot of strategy, you can put out content that keeps your business top of mind.
Tide's brilliant Super Bowl commercial keeps us thinking about their products. Not just during their commercial air time, but during their competitor's commercials too!
The 2018 Super Bowl featured a few of the best Super Bowl ads we’ve ever seen. A personal favorite of mine is the “It’s a Tide Ad” series by Tide. With it’s crazy clever + catchy one liner, Tide made us think of them with every commercial we saw that year.
About the Company
Tide was founded in 1946 and is under it's parent company, Proctor and Gamble. Today, Tide is the leading laundry detergent brand. It is the highest selling detergent brand in the world with an estimated 14.3% of the global laundry detergent market. The year this commercial aired, Tide was named the “best liquid laundry detergent”, proving its worth over brands like Persil, Ecos, Gain, + All.
Watch the Ads
Timeline Shown
This ad series aired 1 time per quarter in the Super Bowl. The first quarter hosted a 45 second commercial, the last three quarters all featured just 15 second commercials.
Commercial Goals
With a company as large + popular as Tide, their goal here was more focused on branding versus immediate sales. This is an top-notch example to follow if your business is already well established, yet you’re looking to be proactive to stay relevant.
Tide paired this ad series with the hashtag, #TideAd. Considering people ages 24-34 make up most of Tide’s sales, they were right on track to take this further than the TV screen. Doubling down on our target age group, Tide hired David Harbour, Stranger Things’ “Jim Hopper” as the lead. In 2018, the show was breaking chart highs with its popularity. It was reported that 31% of people aged 18-29 viewed every episode of Stranger Things, as did 23% of people ages 30-44. Notice the overlap between Tide’s existing customers and Stranger Things’ audience.
Effectiveness
So what’s the big idea here? The shirts on the actors are amazing clean + bright. The only actual verbiage used repeatedly is “It’s a Tide ad”. This reminds us that sometimes when we’re working to communicate to our customers, it’s better to SHOW the benefits of the product, rather than TELL prospects that it works. Remember, show is better than tell.
The genius part comes in with Tide’s approach to this concept. Now, even when we see ads that are not telling us about Tide, we as consumers are still thinking about Tide. This is due to their content choices- we were shown what a great results look like + how to identify the brand on our own.
This brilliant strategy reaches well beyond words + the 90 seconds of air time Tide paid for. As business owners, work to be creatively resourceful + look for opportunities for consumers to see you, even when you’re not right in front of them.
Resources
https://www.sacbee.com/news/business/article196301789.htmlhttps://www.mbaskool.com/brandguide/fmcg/818-tide.html https://www.madmarketingpro.com/blog/tide-ad-super-bowl-2018-commercial-ad-analysishttps://www.youtube.com/results?search_query=its+a+tide+ad https://www.washingtonpost.com/news/arts-and-entertainment/wp/2018/02/04/the-five-best-super-bowl-commercials-from-tide-to-tide/?utm_term=.35214473f799 https://www.statista.com/ https://hbswk.hbs.edu/archive/how-tide-cleaned-up-the-competition