Tide

Winning over a skeptical generation and reshaping ingrained laundry habits was no small task for Tide. With a $72 million budget, our mission (@ UCLA Bruin Ad Team) was to craft a marketing campaign that increased brand love among 18-35-year-olds and inspired a widespread shift to cold water washing, aligning with Tide’s 2030 carbon-zero initiative.

Through creative storytelling, sentiment analysis, and strategic targeting, we designed a campaign that made sustainability feel personal, relevant, and effortless. By leveraging influencer partnerships, digital activations, and experiential marketing, we transformed cold water washing into a movement—seamlessly integrating Tide’s environmental commitment into the daily lives of 18-35-year-olds.