GONNA NEED MORE TIDE

About the Work In the past 10 years, washing machines (and the laundry loads that go in them) have gotten 20% bigger. Bigger loads meant more dirt and stains, yet people were still using the same amount of detergent. Unfortunately, there was no laundry detergent powerful enough to truly clean this increased mess - until Tide released Power PODS. With 85% more cleaning power, Power PODS could effectively clean these larger, dirtier loads. The only problem was consumers didn’t realize the mess in their loads had gotten bigger, and they weren’t willing to pay more to solve an issue they didn’t know they had - an issue they were pretty vocal about on the internet. So to convince Americans they needed Power PODS we couldn’t just tell them. We had to prove it to them with examples they couldn’t argue: their own viral videos. We gathered the most popular videos from the internet that featured stains and seamlessly inserted actor/meme Kumail Nanjiani to point out consumers’ endless list of messes. After each one, Kumail answered the “who needs more Tide?” question with a definitive answer: everyones Gonna Need More Tide. The social-driven, real-life content was enough to turn the Tide (LOL. but really) of popular opinion surrounding Power PODS. The same internet that once questioned its existence adopted the phrase “Gonna Need More Tide” into the internet lexicon and Power PODS into their homes, making it the number one selling form of detergent.