For the 2024 NSAC competition, we were asked to create an IMC campaign for Tide’s ColdWater Initiative. Our objective is to increase brand love and loyalty, and increase conversion to cold water washing 75% by 2030 among 18-35 year olds. Overall, we conducted research spanning all 50 states and used a variety of methods including surveys, focus groups, street intercepts, etc. We found that laundry isn’t a big deal to our audience, but they also value connection and fulfillment. Another key insight is that our audience feels that cold isn’t as powerful as hot water. Yet, once they hear the benefits of cold water washing, they were quickly convinced otherwise.

Our campaign is Cold is Cooler. Our creative solution was to split the campaign into three phases inform, persuade, remind. In each phase the creative/IMC is a little different. We push the facts in all three phases, with the most emphasis on the second phase. The creative in the first phase is to bring awareness to the initiative while in the last phase are simple website banners and animations to remind our audience to keep the dial on cold water. In this project, my role was creative team leader. I created ads and refined creative to ensure it was cohesive. In addition, I created the presentation and was a presenter at the AAF Baton Rouge Luncheon. Our team placed 2nd at NSAC (district 7). Below is the campaign book and a few creative executions.