Tide celebrates style with new ad campaign

CINCINNATI Tide is celebrating the expression of personal style with its new advertising campaign entitled “Style is an Option. Clean is Not.”

The campaign, a celebration of diverse American style and the fantastic “Tide clean,” launched in market with a 30-second spot entitled “Show ‘Em Your Style” – created by Saatchi & Saatchi of New York. “Style is an Option. Clean is Not,” Tide’s first holistic multi-touch campaign since 2007, includes work from all Tide agency partners and will feature a series of new print ads, television spots, iMedia, OOH, in-store marketing and public relations efforts.

“In our new campaign, we wanted to communicate that Tide does a lot more than keep clothes looking their best,” said Suzanne Watson, associate marketing director, Tide North America. “Tide celebrates people’s diverse sense of style and their self-expression. The link between the importance of one’s unique style and helping to keep it clean, bright and fresh is what we wanted to bring forward.”