NFL - "Not For Laundry" from Tide

The NFL has teamed up with Tide…


Tide recently launched a compelling campaign in partnership with the NFL, just in time for the onslaught that is football season. The brand is declaring that Sunday is no longer a day to do the laundry. Sunday is NFL.

Sunday is NFL…Not For Laundry. Ha! Clever!

Actually, when you think about it, there’s a great insight in here. Many (in the US anyway) tend to reserve a day a week to do laundry. I don’t have the data, but I’d have no problem believing that it’s easily on Sunday. Watching tv or reading in between loads makes sense. I’m sure there’s data to support it. So by tapping into that insight, Tide is not so subtly associating itself with a huge American (and global) phenomenon that is called football, via the NFL.

Sunday is the NFL when you think about it, and now Tide is saying it’s “Not For Laundry.” Brilliant!

Tide has had a long relationship with tagging along with football, be it at the Super Bowl or during the season. Here’s one of the best Super Bowl campaigns ever, IMHO, from Tide:

OK, now back to “Not For Laundry.” In response to the first spot, Tide then released this little ditty:

And it keeps on going…

Sign of a good campaign…when you can tap into an insight and a known behavior and own it over and over and over again! And tie it to pop culture, over and over again. Well done.

What’s your experience? JIM