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Tide partnered with FOX in a multi-part story that aired across Entertainment and Sports. Charlie Day and Emily Hampshire playfully discussed the “Laundry Later” debate, reinforcing Tide’s campaign message “Super Bowl Now – Laundry Later.”
A :45 ad included a five to seven-second “The Masked Singer Moment” to keep viewers connected to Tide’s campaign messaging.
Charlie continued the “Laundry Later” debate in two custom :15 spots.
FOX and Tide also collaborated on social media to keep the “when is later” debate going on “X.”
The Masked Singer custom ads significantly over-indexed in all key metrics, including brand memorability and likability. Viewers had strong positive reactions to Tide’s campaign on social media as well.
Source: Phoenix, Nielsen Social
