Laundry hadn’t fundamentally changed in decades. To launch Tide Pods, we needed to convince people to abandon a lifelong habit and embrace an entirely new way to do laundry.
ISSUEWhen something is dramatically easier, it shouldn’t look or feel like what came before.
INSIGHTPop in. Stand out.
IDEA+$500MM in sales year one.
Blockbuster category growth, HHP & Sales
