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.