Tide

Reaching Gen-Z through all the noise is already impossible, but informing them of solutions to a climate crisis without making them feel hopeless is actually impossible.

How could we maintain a brand association with a sense of calm and control while speaking out about an ongoing threat to our planet? Through the power of washing your clothes in cold water, we introduce the concept of “cold therapy”—a simple way to help reduce emissions and save energy, while allowing consumers to associate Tide with feelings of trust and relaxation.