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Tide
Clean Jersey Swap

RAN IN: United States

CLIENT
Procter & Gamble

Aga Orlik, Vice President, North America Fabric Care –
Jenny Maxwell, Senior Brand Director, Tide
Alex Perez, Brand Director
Matt Wormington, Senior Brand Manager
Kimberly Doebereiner, BBIC
Paul Chick, Manager, Advertising Production
Henry Molski, Communications Manager
Adam Alvarez, Media Investments & Partnerships
Tracy Suer, Media Director
Patrick McGuinness, Associate Director of Media
Justin Bracco, Associate Director of Media

AGENCY
Saatchi & Saatchi New York *Lead Agency

Andrea Diquez, CEO
Sarah Beaumont, Chief Operation Officer - Woven
Paul Bichler, Chief Creative Officer - Woven
Daniel Lobaton, Chief Creative Officer
Lauren Varvara, Creative Director
Adrian Chan, Creative Director
Alan Lin, Director Digital Experience
Nayantara Mukherji, Planning Director
Jen Brotman, Account Director
Jennifer McGill, Account Supervisor
Blake Morris, Senior Copywriter
Jacopo Biorcio, Senior Art Director
Guillermo Betancourt, Account Supervisor
TJ Daigler, Account Executive
Sosun Wahab, Assistant Account Executive
Luna Perez, Associate Strategist
Dani Stoller, Head of Production, Fabric Care
Danielle Hallack, Producer
Lisa Rimmer, Senior Business Affairs Manager


Marina Maher Ketchum

Laura Brinker, Group SVP, Consumer Practice and Agency
Dustin Sveum, SVP, Brand Business Lead
Melissa Chua, Vice President, Tide
Marissa Festante, Senior Vice President, Director, Talent and Partnerships
Tom LaBelle, Senior Account Supervisor, Earned Media
James Talamo, Managing Supervisor, Director of Sport Lifestyle
Nicole Tarko, Account Supervisor, Earned Media


MKTG

Sam Riber, Senior Vice President
Jordan Futscher, Senior Director
Rob Sipniewski, Senior Manager


SUMMARY

With an economic recession looming, Tide Hygienic Clean was the most successful Tide PODS innovation launch ever. When the NFL banned jersey swaps, people were devastated. Yet another symbol of normalcy taken by 2020, Tide saw an opportunity for its new premium detergent to be the hero that saves this cherished tradition. Tide created the Clean Jersey Swap: identifying swaps, washing jerseys in the new product, and showcasing all of it in a way that allowed people to participate. Sales grew 22% and 1-in-3 Americans recalled Tide Hygienic Clean.

CASE VIDEO


Language: English