National Student Advertising Competition
Tide is seeking to increase awareness about the benefits of cold water washing:
+ Increase percentage of cold water washing from 50% to 75% by 2030
+ Build brand love, specifically targeting ages 18-35
The defining message of the campaign is making small changes that lead to big impacts.
Gen C
Crafted to engage both Gen Z and Millennial consumers, the Generation Cold campaign presents a universal, positive message intentionally inclusive to all.
Gen C creates a call to action to all consumers to make the switch to cold water washing
and strive for a brighter future with Tide for generations.
Plansbook
Tactics
Original Ad
Written, filmed and produced as a team.
Speculative Ad
Created using stock videos, with an original voice-over script.
Typographic Ad
Created to introduce and explain the campaign’s core values.
Packaging
Audio Ads
Clear and simple.
AI generated voices.
Socials
Highlighted to congratulate those who are making contributions to fight climate change, live sustainably, and inspire others within the community.
Sharable content created to engage the Gen C community and connect with one another.
Gen C App
Experiential
To create a splash, Ice Spice, Ice T and Ice Cube will join Generation Cold to engage multiple generations at the Ice Cold Concert.
PR Boxes
Sent to micro-influencers and members of the Gen C community who will develop content to show their followers how they embody Gen C.
