Tide after Tide

Tide after Tide

Tide after Tide…

Like most Super Bowl viewers, everyone usually looks forward to seeing which companies will show up and produce the funniest/most memorable ads during the big game. One thing that many people noticed that was unusual about this Super Bowl’s ads was just the sheer amount of Tide ads being run on commercial break. As a viewer, it literally felt like there was at least one Tide ad every time NBC cut to a commercial break. You would think you’re getting an Old Spice ad or something similar and BAM, it’s another Tide ad.

It’s no surprise, however, that Tide decided to spend so much on advertising for this Super Bowl. The infamous Tide Pod Challenge that has been making ripples throughout social media and online has turned the brand into an internet meme. Tide simply wanted to capitalize on the amount of viewers the Super Bowl has and attempt to pivot the company’s current brand image.

Social media posting and engagement was especially high for Tide over the past day and a half. Just on Twitter, Tide tweeted 22 separate tweets yesterday about its brand in an attempt to portray itself as not a meme. They even recruited the likes of Patriots Tight End, Rob Gronkowski, to make a video explaining why Tide Pods shouldn’t be consumed. No offense to Gronk, but I feel like if Gronk is having to be used to tell kids to stop eating Tide Pods, there’s a problem there. To put this volume of posting into perspective for the brand, the last time Tide actually tweeted from their Twitter account prior to the Super Bowl was November 15th last Fall.

Moving forward, it will be interesting to see how perceptions of Tide and Tide Pods shift, if at all. My initial reaction is that I don’t think this will help them not be a meme, but it’s hard to tell at this point.


Kelly Pagano

Kelly Pagano

February 5, 2018at 6:06 pm

I wasn’t able to actually watch the Super Bowl last night but that’s interesting just how much time and resources Tide put it to advertise. The Tide Pod challenge is pretty absurd, but nonetheless shaped Tide’s carefully crafted brand image. I’m also not sure that heavy-traffic advertising or excessive tweeting is the remedy to this- especially if the brand hasn’t kept a consistent presence on their Twitter account for quite some time.

June Choi

June Choi

February 5, 2018at 6:24 pm

I’ve just yesterday seen a post on Instagram that I thought was insane. It was one of those DIY videos that naturally looked like a healthy smoothie DIY. However, instead of the regular milk and fruits, the creator popped in some Tide pods and proceeded to pour it out. They weren’t even blended. And they called it a Tide Pod Smoothie. I remember being very confused.

Sadie Fitzgerald

Sadie Fitzgerald

February 5, 2018at 7:29 pm

I noticed how many tide commercials were being played too!! It is almost kind of sad how it has come to this point where a well-known laudry detergent brand has to do so much marketing and damage control so people wont eat their products (of course it is the general public’s fault for that issue). The whole tide pod challenge was pretty funny at first but now I am just tired of seeing Tide’s name everywhere.

Roy Lavi

Roy Lavi

February 5, 2018at 8:10 pm

If I had known Tide was going to be making a bunch of commercials for the Super Bowl beforehand, I would have been sure that it would have something to do with the Tide Pod Challenge. I was very surprised to see that they didn’t. They did a great job with their advertisements and were able to shift the focus away from the Tide Pod Challenge. They did a very good job!

Anderson Kennedy

Anderson Kennedy

February 5, 2018at 9:04 pm

I thought Tide did exactly what they should have done in order to capitalize on the attention brought to them through the Tide Pod challenge. They ran their ads. And they ran them a lot. I think that by merely being exposed to the Tide name, consumers are going to gravitate towards their product when it comes to laundry detergent. If you hadn’t been hearing about Tide through the Tide Pod challenge, you definitely have heard of them after this year’s Super Bowl. I would love to see how this impact their revenue. Awesome job on your blog post! I really enjoyed reading it!

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