People think that Tide hates stains, after all, we’ve been fighting them for years, but without stains being so good at setting in, Tide wouldn’t need to be so good at getting them out. Stains make Tide better. Tide makes stains less scary. Tide and stains were made for each other. This is a big statement for Tide or really any detergent- acknowledging that stains aren’t evil, they’re delicious and fun. Tide doesn’t hate stains, Tide loves them.

What better way to express this love and launch this idea than in the most classical way? By dedicating love songs to stains on Valentine's day.

Beginning on the Friday before Valentine’s Day weekend (Feb. 12th) and running through Valentine’s Day itself (Feb. 14th), we not only ran our own, written radio spots immediately before love songs on multiple stations in major cities across the U.S., but had real radio DJs read those same dedications for us, live, on air before they played love songs.

For around just $1500 we were able to reach over 100,000 listeners in one, relevant weekend, helping Tide grow in both dollar shares and volume shares ahead of the entire detergent category.