In many households today, close to 41% of people wash their clothes with warm water even though it costs them more. When washing with hot water, it uses more energy and can ruin the clothes being washed. Switching to cold water can ensure longer-lasting clothes and a significant amount of saved energy. This is one of Tides’ biggest challenges that we’re still trying to fix today. The two campaigns, “Fashion Longevity” and “Chilling Truth” are all about convincing our target audience to switch from hot water to cold water for both positive results on their lives and on the economy.

The challenge that we at Tide are trying to tackle is using two campaigns that target the issues with warm water washing and using both positive and negative outcomes of warm washing. Using the two campaigns, we are hoping to reach our goal of converting customers from 41% hot washers to 75% cold washers.

Campaign 1: “Fashion Longevity”

Gen Z has been known for their love of thrifting, and most vintage clothes have delicate fabrics like cotton, wool, and linen. Teaching them about the dangers of washing with hot water can help prevent them from ruining their vintage clothes and get them to convert to cold washing instead. Washing with cold water also helps clothes last longer, so we added in the family touch of saving clothes for the next generation. Fashion longevity isn’t just about switching to cold wash it’s also about preserving clothes not just for the vintage look, but also for the next generation so they can wear it too.

Campaign 2: “The Chilling Truth”

The second Campaign is called “The Chilling Truth”. This campaign is all about fixing the misinformation that is spread about laundry and the myths of it. If we want to switch people from hot to cold water when doing their loads of laundry, but the problem is that research shows most people believe that cold water doesn’t work like hot water does. We use this campaign to help identify and dispose of any misinformation. This campaign will help disfuse any false information about cold washing with the hope that people would choose cold over hot washing.