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"Clean and Green" Tide Purclean Launch

Tide believes you shouldn’t have to sacrifice clean for green. So to launch Tide Purclean—their first-ever bio-based detergent—we created a TVC that highlighted the struggles consumers go through when trying to be green, while also educating them on Tide Purclean’s benefits. Then, to delve deeper into Purclean's benefits, we created an educational video that was as sustainable as the detergent itself, including its production. We used recycled Tide bottles, repurposed aluminum cans, and even made figurines out of lint. Yes, lint. To help extend the video's reach, we also hired an influencer, Tiffany Alvord, to sing on the original track and do a cover of the song.

Project Roles
Copywriter, Writer
Procter & Gamble
Art Direction, Broadcast, Conceptual, Integrated, Low Budget, Mixed Media, Music, Print, Social, TV
Advertising, Branded Content, Commercials - Video, GIFs, Magazines, Microsites, Music Videos, Social Media Content
Project Industries
Packaged Goods
"Clean and Green" Tide Purclean Launch