Tide
As lead brand strategist at Saatchi & Saatchi for P&G’s Tide, I helped steward Tide’s role as a beloved household staple. I crafted creative briefs for award-winning campaigns that not only drove significant sales growth but reshaped how people think about laundry.
It's a Tide Ad: Taking the Super Bowl
Our insight: if clothes are clean in any ad, it must be a Tide ad. With Stranger Things star David Harbour breaking the fourth wall through multiple commercial breaks, we hijacked the entire Super Bowl with just 100 seconds of airtime. The campaign won numerous awards, including the Film Grand Prix at Cannes Lions, a D&AD Black Pencil, and a Gold Pencil from The One Club.
Launches grounded in insight
For the launch of Tide PurClean, the brand's first bio-based detergent innovation, our consumer research revealed growing demand for products that were safe, but a stubborn skepticism that naturals could perform. Based on that, we launched the strategic platform "Nothing is stronger than nature.”
And always building lasting emotional connections
Our “Moms research” revealed how modern parenting was evolving, identifying that dads were increasingly taking on household responsibilities traditionally handled by moms. This insight led to our breakthrough "Princess Dress" campaign, which featured a father lovingly washing his daughter's favorite princess costume.