Tide Vivid White - Integrated Campaign

THE ASK Launch Tide with Bleach's new cleaning power by giving consumers permission to rethink the outdated, rigid rules around wearing white.

MY ROLE Associate Creative Director — overseeing the project from concept through production.

THE WORK Who better to break the rules than the ultimate rule breaker herself? We partnered with Betty White to flip the script on wearing white, introducing her as the irreverent voice of a new era in laundry. Over the course of a year, across TV, digital, social, and in-store, Betty broke the rules, shared tips on how consumers could do the same, and invited the world to join in. The campaign culminated in a live Facebook stream with Betty fielding fan questions in real time.

THE OUTCOME A fully integrated, year-long campaign that turned a product benefit into a cultural conversation — with Betty White at the center of it all. See Case study below more more stats and facts. PRESS & PRESS