Client: Tide
Challenge: Make cold water washing the new standard, driving 75% of loads to cold by 2030 while building brand love among 18–35-year-olds.
Insight: While 18–35-year-olds value sustainability, they’re more motivated by personal benefits than ethical values. The people most likely to change habits are those who care deeply about their clothes and want them to last.
Solution: Keep the feelings alive with cold—position cold water washing as the way to protect the feelings that matter most, connecting care and longevity to emotional value.
Concept Statement
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.
Manifesto
60 sec Video
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15 sec Video - 3
Plans Book
Team:
Penn State AAf 2024