TIDE: Cold Callers

When you #TurnToCold washing, you can save up to $150 a year in energy bills. Plus, Tide is the only brand formulated to clean stains in cold water. So when it came time for their yearly NFL partnership, we had to seize this massive stage to spread the word.

Platforms: Broadcast, Social, Activation
Awards: Cannes Gold Lion Sustainability (2022)


First, to get our #TurnToCold message out, and prove that Tide can tackle NFL-level stains, we enlisted Stone “Cold” Steve Austin, “Ice” T, and NFL Quarterback Matty “Ice” Ryan, to take the phones and cold call America to let them know.


We then convinced 15 NFL teams to #TurnToCold on all their laundry. That’s over 1 million loads in cold! To show their support these teams froze their logos on social and even got their star players to rally fans to make the switch at home.

And the grand finale? The Tide Coldwasher.

To truly entice NFL fans to make the switch to cold water washing, we created a once-in-a-lifetime piece of fan merch. Introducing: The Tide Coldwasher, the only washer feat. the voices of your favorite NFL players that reminds you to turn to cold at every turn.  

Yes...it’s a talking washing machine.

With over 50,000 entries, die-hard fans were doing everything they could get their hands on one of these bad boys. But only 10 lucky winners got to take one home.


+39% Lift in sales.
2 Billion earned media impressions.
1.3 Billion new loads washed in cold.