NFL sponsor Tide sought to convince superstitious American football fans to finally wash their lucky jerseys in a TV and social media new season activation featuring Las Vegas Raiders wide receiver Davante Adams and several other grid iron stars.
Created by agency Saatchi & Saatchi NY and helmed by Division 7 director Kris Belman, the campaign is based around the insight that many NFL fans have refused to wash their ‘lucky jerseys’ ever since they became ‘lucky’. The P&G detergent brand thus set out on a mission to finally get those jerseys washed.
Rolling out at the start of the new NFL season from 12 September, the ‘Jersey Jump’ launch spot offered fan incentives to wash and featured Raider’s Adams. While fellow NFL stars and Tide ambassadors LA Rams line backer Clay Matthews, Kansas City Chiefs tight end Travis Kelce and Pittsburgh Steelers wide receiver Chase Claypool feature in follow up spots.
This campaign was based on a brand backed survey which found that 73% of NFL fans who wear a lucky jersey think it helps their NFL team win and that 52% keep it a secret how often they do (or don’t) wash their lucky jersey. So Tide asked them what it would take to wash their lucky jersey?’
The activation includes additional TV spots such as ‘What Would It Take?’, a series of content and social CTAs and content on player personal platforms all asking fans ‘what would it take for them to wash their jerseys?’ and offering incentives ranging from autographed football items and merchandise to a chance to meet their favourite players.
To enter the contest, fans are invited to spread and share the campaign content and add their own comments for a chance to win and all creative seeks to drive viewers online to find out further information about the campaign and the contest at Tide.com.
Braid your hair ✅
Sing karaoke ✅Just a few things I'd be willing 2 do 2 get you to wash your #LuckyJersey. Let me know what it would take in the comments and we could strike a deal. #Tidepartner
*No purchase necessary. 50 US/DC 18+. Ends 10/23. Rules: https://t.co/t3xIkf0Clu pic.twitter.com/i89yU8TzDo
— Clay Matthews III (@ClayMatthews52) September 28, 2022
Your #LuckyJersey might be lucky but it’s definitely dirty. Tell me what it would take for YOU to wash yours in the comments and @Tide might make it happen. #TidePartner *No purchase necessary. 50 US/DC 18+. Ends 10/23. Rules: https://t.co/NDQyvDk3ms pic.twitter.com/2PDyCrMObs
— Davante Adams (@tae15adams) September 16, 2022
Is your #LuckyJersey really lucky? Maybe. Is it dirty? Definitely. Let @ChaseClaypool know what it would take for you to wash it in the comments and @Tide might make it happen. #TidePartner
*No purchase necessary. 50 US/DC 18+. Ends 10/23. Rules: https://t.co/DoEOmRcwF5. pic.twitter.com/VGgOGi6iJF
— Pittsburgh Steelers (@steelers) October 7, 2022
The marketing push specifically promotes ‘Tide Hygienic Clean Heavy Duty 10x’ and drives how messages about how it removes both visible and invisible dirt from items that may be dirtier than they look.
“At Tide, we understand that NFL fans can be very superstitious and that there is a strong emotional connection that fans have with their lucky team items, particularly their lucky jerseys. In fact, we know that 1 in 4 NFL fans haven’t washed their lucky item in one year or more,” said P&G North America Laundry Senior Brand Director Alex Perez. “While we don’t disagree that their item may be lucky, we do know it is dirty, so we’re asking what it would take to get fans to wash with Tide to remove both seen and unseen dirt and reward those that do.”
Comment
This campaign seeks to follow in the footsteps of previous award-winning Tide NFL activations such as 2021’s ‘Turn To Cold’, 202’s ‘Jersey Swap’ and 2019’s ‘Laundry Night’.
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