Tide gets fresh for spring

The P&G brand has launched a national campaign that ties in the bright colours of the latest spring fashions for its Tide Pods.
TidePods

A few fashion brands in the market (Gap and Aldo, in particular) have recently launched campaigns that tout the bright and bold colours of their spring product lines.

Taking the latest design trend into account, Tide has rolled out an equally colourful campaign for the launch of its new Pods, a triple-barrel laundry detergent, Victoria Maybee, external media relations, P&G, tells MiC.

The campaign, with the taglines “Pop of Fresh,” “Pop of Bright” and “Pop of Clean” targets women aged 35 to 55 with TV, online and OOH ads planned by agency MediaCom with the print component handled by Starcom. Saatchi & Saatchi developed the campaign creative, which is also running in the US.

Publications that will feature the campaign creative include Canadian Living, Chatelaine, Today’s Parent, Fashion and Flare with online ads being placed on Yahoo! and MSN.

“[It’s] very pop-inspired and upbeat and bright,” says Maybee of the promotional material. “It really helps tie in our principal message around the product, that it’s simple and can actually be fun and easy to use.“