Tide extended its #TurnToCold campaign with new NFL partnership
A new article on Search Engine Journal reports that Tide has partnered with the NFL as part of its environmentally focused efforts to encourage consumers to wash clothes in cold water.
Fans can enter to win a Tide Cold Washer, a talking washing machine that features the voices of 10 NFL players, including quarterback Matt Ryan. Plus, select NFL teams will turn their official logos blue, use blue lights during games and share their customized washing machines on social.
The Tide/NFL partnership extends Tide's #TurnToCold campaign, which is part of the P&G brand's broad 2030 Ambition environmental pledge that seeks, among other things, to increase the number of loads washed in cold water by U.S. households to three out of four.
Tide's latest effort allows the P&G brand to deliver its environmentally focused message to members of the 80 million households that watch NFL games. The latest iteration of a 12-year-long relationship with the league continues the brand's push to get consumers to wash clothes in cold water instead of hot. Tide claims that if NFL fans make the switch, the resulting 16 billion loads of laundry will reduce an amount of greenhouse gas emissions equal to removing more than one million cars from the road for a year.
#TurnToCold is part of Tide's 2030 Ambition pledge and demonstrates how a brand can deliver a purpose-driven message about sustainability while still marketing its product. Along with the environmental benefits, Tide claims that switching to cold can save the average consumer $150 a year on their energy bills and that clothes last longer and look brighter. But even with a campaign that promises to help the environment and consumers, marketers must still cut through the clutter as more brands embrace sustainability messaging. Alex Perez is Tide's brand director:
Fans can enter to win a Tide Cold Washer, a talking washing machine that features the voices of 10 NFL players, including quarterback Matt Ryan. Plus, select NFL teams will turn their official logos blue, use blue lights during games and share their customized washing machines on social.
The Tide/NFL partnership extends Tide's #TurnToCold campaign, which is part of the P&G brand's broad 2030 Ambition environmental pledge that seeks, among other things, to increase the number of loads washed in cold water by U.S. households to three out of four.
Tide's latest effort allows the P&G brand to deliver its environmentally focused message to members of the 80 million households that watch NFL games. The latest iteration of a 12-year-long relationship with the league continues the brand's push to get consumers to wash clothes in cold water instead of hot. Tide claims that if NFL fans make the switch, the resulting 16 billion loads of laundry will reduce an amount of greenhouse gas emissions equal to removing more than one million cars from the road for a year.
#TurnToCold is part of Tide's 2030 Ambition pledge and demonstrates how a brand can deliver a purpose-driven message about sustainability while still marketing its product. Along with the environmental benefits, Tide claims that switching to cold can save the average consumer $150 a year on their energy bills and that clothes last longer and look brighter. But even with a campaign that promises to help the environment and consumers, marketers must still cut through the clutter as more brands embrace sustainability messaging. Alex Perez is Tide's brand director:
| "Meeting consumers in unexpected ways [with] different influential voices like those in the NFL to share those benefits is another way that we can increase the resonance [of the campaign]. Pairing up the right benefits with the right messaging with the right kind of vehicle to get in front of people ultimately drives a sustainable habit change." |
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