To encourage young adults to rethink their laundry habits, we created Go Cold with Tide, a campaign that reframes cold water washing as the smartest choice for saving money, protecting clothing, and helping the environment.
Many people already care about sustainability, but laundry routines are often inherited habits rather than intentional choices. Our campaign positions Tide as the brand that makes switching to cold water simple, effective, and impactful—one load at a time.
Methodology
Primary Research:
• Surveyed 300+ individuals ages 18–35 across 23 states to understand laundry habits, environmental attitudes, and detergent preferences.
• Conducted 50 one-on-one interviews to gain deeper insights into how people learned their laundry routines and what motivates their decisions.
• Gathered feedback on Tide’s brand perception, washing temperature habits, and willingness to switch to cold water.
• Conducted 50 one-on-one interviews to gain deeper insights into how people learned their laundry routines and what motivates their decisions.
• Gathered feedback on Tide’s brand perception, washing temperature habits, and willingness to switch to cold water.
Secondary Research:
• Analyzed laundry detergent industry trends and sustainability initiatives across major competitors.
• Studied consumer demand for eco-friendly household products and behavioral barriers to sustainable habits.
• Evaluated Tide’s current brand position, sustainability efforts, and marketing strategies within the detergent category.
• Studied consumer demand for eco-friendly household products and behavioral barriers to sustainable habits.
• Evaluated Tide’s current brand position, sustainability efforts, and marketing strategies within the detergent category.
Problem
Despite growing environmental awareness, most consumers still rely on habit rather than intention when choosing wash settings.
Many believe hot water cleans better, and few understand the environmental and financial benefits of washing in cold water.
Insight
Consumers want to live more sustainably but only when the change is easy, practical, and personally beneficial.
Our research revealed that while environmental impact matters, people are more likely to change behavior when the benefit also saves money and protects their clothes.
Strategy
Position cold water washing as the smart and effortless choice.
By combining humor, relatable storytelling, and real-world experiences, the campaign shows that going cold with Tide saves:
• Money – lower energy costs
• Clothes – less fading and damage
• The environment – reduced energy usage
• Clothes – less fading and damage
• The environment – reduced energy usage
Our messaging connects sustainability with everyday convenience, making the shift to cold water feel like a no-brainer lifestyle upgrade.
OOH
Our out-of-home advertising involves literal interpretations of going cold, where the Tide bottle goes on cold adventures across posters, billboards, and out-of-home displays.
Promotions
For the adventurous individuals, we created two winter activations. Pop-up ice rinks will tour 18 cities, offering rentals and monthly celebrity skate-and-chat sessions. The Polar Plunge will take place in colder regions, with participants receiving Tide towels and warm refreshments. Sign-ups collect emails for future promotions, and funds from the skate events support the World Wildlife Fund, linking Tide to environmental causes.
We partnered with EA to bring Tide into The Sims FreePlay and Sims 4. In FreePlay, players build and upgrade a Tide laundromat, while in Sims 4, they can explore a Tide expansion pack and careers like Laundromat Attendant and Environmental Scientist. Across both games, players learn the financial and environmental benefits of washing with cold water. Simulation games provide a subtle, engaging way to educate, reaching The Sims’ 80 million active users—including 48 million women ages 18–24.
Plans Book
