Client: Tide To Go
Task: Create a unique campaign that highlights Tide To Go as an instant stain remover that is clutch on the go.
the facts
Tide To Go is an instant-stain remover that features detergent-like ingredients to fix issues in a flash. Based on sales, it’s the #1 instant stain remover on the market.
Its pen-like design allows for portability, ease and functionality on the go.
Per Tide, “Tide to Go is designed specifically for removing fresh food and drink stains. Stains that Tide to Go works best on include ketchup, BBQ sauce, grape juice, tomato juice, coffee, soda, chocolate syrup, tea, and wine.”
Fresh food and drink stains account for 72% of stains that occur on the go, so the product works best on stains that were just created, rather than ones that are worn in.
insight
"Stains linger longer than we think."
Shame and embarrassment can linger long after a stain fades. A spilled coffee or pasta mishap taps into deeper fears of being judged or unprepared. That’s why Tide To Go is more than just a stain remover: it’s a confidence restorer. With instant results, it lets you erase visible mistakes and emotional weight in seconds. Tide To Go isn’t just about clean clothes; it’s about clean slates, letting you move forward without carrying the moment with you.
the big idea
Even shirts have feelings.
"What does a shirt think about when it gets stained?"
This question would be a central theme of this campaign. Beyond our personal embarrassment during pivotal moments, we rarely stop to consider how our messiness impacts others, including (playfully) the clothes we wear. Even our stained shirts might have something to say.
executions
OOH ADVERTISEMENT
COMMERCIAL CAMPAIGN
“THE WHITE SHIRT CONFESSIONS”
why it works
Emotional
Giving the shirt feelings turns it into a reflection of our inner world. It’s not just stained—it’s embarrassed, ashamed, or spiraling like we are. That emotional hook makes the brand moment deeper and more memorable.
Humor
“We are what we wear” becomes a punchline. A stained shirt becomes a panicked, anxious version of us—funny because it’s true. The humor diffuses embarrassment and makes Tide to Go the calm in the chaos.
Relatability
Everyone knows the sinking feeling of spilling on themselves. The campaign nails that moment of regret and turns it into something we can laugh at, making the brand feel human and helpful.
Versatility
The concept has legs: different spills, different shirt personalities. Easy to extend across social, digital, TV, or even merch. It invites participation and keeps the idea fresh.