Tide
2025 Campaign Plansbook
How do we evolve for the new America?
Tide asked us (Bruin Advertising and Marketing Team) to create a full year, multi-touchpoint campaign to convert consumers to wash on cold and raise brand consideration amongst Gen Z.
Campaign KPIs
Primary: Attributable growth of loads to cold. Increased conversion to cold (75% of loads washed on cold by 2030).
Secondary: Build brand love by supporting Tide’s overarching brand objective: inspire the hope and optimism that comes from the certainty of clean. Increased brand consideration, preference & sentiment.
Audience
35 and under
Budget
$50-75M
Timing
October 2024 – September 2025
My role in the team was to design the plans book in theme with Tide's clean and optimistic identity. I also created several mockups of our campaign's marketing executions.
