We had two objectives:

Get people to rethink the cleanliness of their lucky jersey

Get people to buy Tide PowerPODS

Though just about everyone does laundry, this campaign targeted sports fans after we uncovered a statistic that cited one in four NFL fans have a lucky jersey that they’re too superstitious to wash because they worry it will bring bad luck to their team.

Luckily, Tide had a superior cleaning product equipped to stand up to years worth of grime: PowerPODS. So we partnered with the NFL to have players ask, "what would it take to wash your lucky jersey?" Fans were forced to make a choice: stick with superstition or get a-once-in-lifetime experience with their favorite players. Fans stated their demands, and Tide & the NFL delivered. Everything from Super Bowl tickets to a personal training session were made possible - once that lucky, dirty, jersey got washed.

One in four NFL fans have a lucky jersey they won’t wash for months, or even years, because they believe it helps their team win. While those jerseys might be lucky, they’re definitely dirty. As America’s #1 detergent, Tide wanted fans to wash their jerseys, but superstitious fans were nervous. So Tide partnered with NFL players to ask “What would it take to wash your lucky jersey?” Some vowed to stick with superstition, others stated their demands. From choreographed touchdown dances to Super Bowl tickets and more, players did whatever it took to get “lucky” jerseys washed with Tide.

While virtually everyone does laundry, and most of them use Tide, we wanted a campaign that spoke to a segment of our audience in a unique way. When we found out one in four of the 184 million NFL fans has an unwashed “lucky” jersey, we decided to use this insight to convince them to upgrade to the superior cleaning power of Tide Power PODS. We partnered with the NFL to deliver this message in a way that would really connect with our core target in an insightful and engaging way.

To communicate the need for a superior cleaning product, we used fans’ passion to our advantage. Instead of Tide lecturing them,we partnered with NFL players and sparked conversation about laundry. Players-turned-influencers engaged with fans on social asking,“What would it take to wash your lucky jersey?” Suddenly, fans were faced with a difficult decision: stick to superstition or wash their lucky jerseys in exchange for a once-in-a-lifetime experience. From autographs, to personal workout sessions, and even parenting help, players from across the league did whatever it took to get jerseys washed - even sending one fan all the way to the Super Bowl. Content from all experiences was captured and shared across social media platforms to encourage more fans to wash their lucky jerseys. Finally, we brought the campaign to broadcast where two of the NFL’s most popular players made their plea for cleaned jerseys to the rest of America.

The campaign saw incredible results by getting people thinking, talking, and buying Tide to wash their “lucky” jersey.

Tide got people thinking about their “lucky” unwashed jersey by driving over 1.6B earned media impressions over the course of the campaign.

Tide got people talking about “lucky” unwashed jerseys with 250.8K fan interactions across social media platforms

Tide got people to stores to buy Tide Power PODS, the product featured in the work, showing a 58% increase in sales (YOY). Tide Power PODS alone saw more sales than an entire other competitive brand saw over the course of the campaign.

Ultimately, Tide used a made up superstition to get rid of some very real stains.