CHALLENGE: Transform Tide from an emblem of superior clean to “brand of the people”
BIG IDEA: Tide brings “loads of hope” to communities affected by natural disasters
ACTIVATION: Tide truck provides free laundry services to communities in need
Celebrity ambassadors and Loads of Hope signature tee build awareness and raise funds of the program
RESULTS: Tide Loads of Hope Program is P&G's most successful cause program to date and continues to be an emblem of hope for people all across North America and beyond.
- Event Strategy & Execution
- Social Content Strategy & Creation
- Newsroom Creation