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It’s Better on Cold
As part of the 2024 National Student Advertising Competition, Tide asked teams not to simply drive sales or boost brand consideration, but to reframe an often-overlooked everday choice: the temperature setting on a washing machine. Rather tahn centering the campaign on product performance alone, the main objective was to inspire a meaningful behavioral shift—encouraging consumers to choose cold water by deafult.
To achieve this, we developed a fully integrated campaign designed to move consumers from passive habit to intentional action. Through digital-first storytelling, personalized programatic messaging, and shareable experiential acitvations, we positioned Tide as the brand that makes sustainable choices simple and practical. By meeting consumers at key decision-making moments and tailoring benefits to what they value most—whther cost savings, garmet care, or environmental impact—the campaign transforms a small dial turn into a meaningful change, proving that when it comes to laundry, it’s better on cold.