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2020 One Show - Social Media

Laundry Night

Agency Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati

Client Procter & Gamble - Tide
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Annual ID

OS_SM20_031S

About the Work

This NFL season, Tide became the most talked about brand by getting the NFL and NBC to start a debate about which night is laundry night. Every Sunday night, while 22MM Americans watch football live, there are 200MM loads of laundry done, more than any other night. In the first Sunday Night game, Tide, with the help of NFL icon Peyton Manning, announced Tuesday is officially laundry night. Immediately following Peyton’s announcement, Gwen Stefani from NBC’s hit show The Voice, chimed in saying Sunday night will always be laundry night. Within minutes a #LaundryNight debate started online. A strategic approach to talent focused on the cult followings of the NFL and NBC to create and sustain an entertainment vs. sports debate with laundry at the core. The debate continued for a month with reminders that the NFL is not for laundry, while NBC’s TV lineup— including sitcom Superstore, longest running show Days of our Lives, and Saturday Night Live— fought back to protect their show's night. #LaundryNight drove a 260% increase in laundry conversations and Tide was talked about 5X more than any other brand. Sales of our featured products were up 47% and we got everyone talking about laundry.