Tide: The Tide Guide to Total Clean
Staying clean, staying safe.
As the pandemic spread across the globe, constant cleaning became a prerequisite to safe living in 2020. But changing habits at home, even in the face of unprecedented risks, isn’t easy.
At a time when everything seems uncertain — from safety to sanitation — how could T Brand and Tide partner to create service journalism that would alleviate some of the unease and fear felt by Americans?
With Tide Hygiene Clean as the hero, T Brand created a multi-pronged approach to raise awareness of the importance of proper laundry habits and keeping a clean home. Combining science, service journalism and stain-fighting tricks, we built a creative ecosystem including a Clean Living newsroom hub, a custom Paid Post with animated illustration, a full spread guide in print, as well as audio spots running in “The Daily.”
Peppered throughout with engaging and vibrant illustration, the program was designed from top to bottom to help readers transform their home before the holidays while staying as safe as possible. Featuring a senior scientific communications manager from P&G as an expert source, the content provided invaluable tips for managing the home during an unparalleled time.
“‘As we go into this holiday season, there’s a heightened awareness on cleanliness.’”
