We remember the first time we drove home for school. Our car, a 1995 Subaru Legacy sedan, was packed. Though it was only for a few weeks, we brought home every single piece of clothing we had. And we planned to say hello to our parents and family, and proceed to wear that washer and dryer out. We would only use the washer and dryer at school if we absolutely had to, but avoided it for several reasons. First, people did more than "laundry" in there. Second, you had to pay with quarters to use them, which would deplete our dollar beer night money, and third, if you walked away for a brief period, people were known to pull your stuff out and place it on a table for all to see so they could use it next.
So yes, we put our clothing to the test freshman year. And Tide, the subject of today's post, may have heard many similar stories.
Tide developed self-washing t-shirts with the thought of helping "tearful moms" in mind. In Poland, where this campaign took place with the help of Leo Burnett, the shirts were distributed to moms who had students about to leave for school.
The video is below.
It's pretty clever, but we do agree with one of the commenters (seen on Ads of the World) that it seems the self-wash will work only once; the "tearful moms" will only get a reprieve. Although this wasn't the first time an organization used a stunt like this (readers pointed out that an anti-racism group in Germany used this tactic with fading art), it seems to be the first for a cleaning company. It is interesting to see how experiences like college life can be shared across cultures.
We're sure that if Tide pulled a similar tactic in the States, it would go well. Heck, if we were still in school, we would've bought several, just to avoid having to buy detergent.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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