Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold

Tide’s solution was refreshingly clever: don’t tell people they’re messy - show them their own mess, straight from the internet. Read and watch in our Global Ads Spotlight column.

By  Sakina KheriwalaJun 10, 2025 8:43 AM
Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold
Tide seamlessly inserted Nanjiani into the chaotic footage, where he cheekily pointed out the need for stronger cleaning power. The tagline? "Gonna Need More Tide."

Laundry detergent is not exactly what you expect to see dominating your social feed - unless it's Tide.

The American brand managed to turn a basic household chore into a full-blown cultural moment with its "Gonna Need More Tide" campaign, cleverly using internet behaviour to drive a surge in sales and change consumer perception.

And they did it the smart way: by weaponizing our obsession with viral masses.

Premise

The insight was simple but potent: washing machines have ballooned in size over the past decade, growing 20% larger. That meant bigger loads and more stubborn stains.

Yet consumers were blissfully unaware that their standard detergent simply couldn't keep up. Even worse, they were reluctant to pay more for a "solution" they didn't think they needed. Classic marketing conundrum.

Enter Power PODS - Tide's souped-up detergent packs, boasting 85% more cleaning power. The only question was: how do you convince people they're not cleaning well enough when they think they are?

Enter the viral clean-up crew

The team at Tide and Saatchi & Saatchi spotted gold where many brands hesitate to tread: user-generated content. They noticed the internet is overflowing with videos of life's messiest moments - wine spills, food fights, muddy pets, toddlers gone rogue.

Instead of staging artificial ads, they leaned into the raw reality of these viral clips.

To glue it all together, they recruited actor and internet favourite Kumail Nanjiani, whose dry humour and relatable presence made him the perfect face of the campaign.

Tide seamlessly inserted Nanjiani into the chaotic footage, where he cheekily pointed out the need for stronger cleaning power. The tagline? "Gonna Need More Tide."

The campaign wasn't a one-and-one video push. Tide actively engaged with TikTok users, hopping into comment sections and feeding the conversation.

Soon enough, "Gonna Need More Tide" became part of the internet's lexicon - not just a slogan, but an inside joke for every coffee spill and sauce-stained shirt.

And it worked. The campaign chalked up 10.3 billion impressions, 145% sales increase for Power PODS, with it becoming the #1 selling form of detergent.

Awards and Recognition

Industry recognition followed quickly. The campaign cleaned up at Cannes Lions with multiple Golds, Silvers, and Bronze awards in Social and Film categories. It also earned top honours at D&AD, The One Show, and Effies.

What Tide's campaign reminded us is that people don't want to be told they have a problem - they want to see it (preferably with a kick of humour).

By making consumers laugh at their own messes and showing them an effective solution, Tide transformed Power PODS from a premium product into an everyday essential.

First Published on Jun 10, 2025 8:43 AM

More from Storyboard18

Advertising

FMCG 2024 adex wrap: HUL, Dabur, Godrej scaled back ad expenses, Marico sees 35% jump in Q4 FY25

FMCG 2024 adex wrap: HUL, Dabur, Godrej scaled back ad expenses, Marico sees 35% jump in Q4 FY25

How it Works

With AI push, Alphabet, Amazon and Meta together to acquire 54.7% of global ad market: WARC

With AI push, Alphabet, Amazon and Meta together to acquire 54.7% of global ad market: WARC

Advertising

France plans to ban ads for Chinese fast fashion giants Shein, Temu

France plans to ban ads for Chinese fast fashion giants Shein, Temu

Advertising

Print ad goes viral after Air India plane crash in Ahmedabad

Print ad goes viral after Air India plane crash in Ahmedabad

Brand Marketing

Mast or Meh: Father’s Day feels - Who nailed it - Instamart, VIDA, or Atlys?

Mast or Meh: Father’s Day feels - Who nailed it - Instamart, VIDA, or Atlys?

How it Works

As Omnicom-IPG mega merger moves ahead, workforce restructuring begins

As Omnicom-IPG mega merger moves ahead, workforce restructuring begins

Brand Marketing

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

Advertising

Digital dominates! Digital to command 81.6% of global ad market in 2025: WPP Media

Digital dominates! Digital to command 81.6% of global ad market in 2025: WPP Media