Make cold water washing the new standard, driving the conversion of 75% of

loads to cold by 2030 while building brand love for Tide among 18-35-year-olds.

While 18–35-year-olds value sustainability, personal benefits are a stronger motivator than ethical values when it comes to changing laundry habits.
People who care more about their laundry are the most likely to change their habits—making care the first step to cold.
People want their favorite clothes to last because they mean more than the rest.

Keep the feelings alive with cold.

Everyone has those clothes that mean a little more. The knitted sweater your

grandmother passed on to you. That one-of-a-kind shirt you thrifted with friends.

Your lucky button-up that always gets you the ‘yes.’ That outfit that just makes

you feel good.

We all have different reasons as to why those clothes mean a little bit more, but

one thing is true: we all want to keep our favorite clothes alive. We understand

that they're more than just threads, they're a part of who you are. And when

they wear out, it feels like a part of you goes with them.

We never want you to say goodbye to your favorite pieces again. As the years

go on, you will change and grow, but we want your clothes to stay the same.

All it takes is a simple turn of the dial… Keep the feelings alive with cold.

VIDEO

PLANS BOOK

I led a cross-functional team in developing and delivering the Media Flight Plan.

Penn State AAF Team 2024

Gennadii Lazarev - head of Media