Tide and tailgates—two things you wouldn’t normally put together. Yet, here we are, talking about how a laundry detergent brand has managed to crash NFL game-day parties and actually make it work. Tide’s #TideTackles campaign isn’t just clever—it’s a masterclass in showing up, making a mess and cleaning up (literally).
This isn’t your typical sponsorship with logos plastered everywhere or some generic ad spot during a big game. Nope, Tide went all in, tailgate-style. Let’s break down how they pulled it off and why this campaign is the marketing playbook we didn’t know we needed.
Stains, sauces, and a genius move
Tailgates are messy. Between saucy wings, sticky ribs, and the occasional “oops, I spilled,” there’s no escaping the chaos. And that’s exactly what Tide leaned into. Instead of trying to talk about their product in a stuffy, polished way, they jumped right into the madness.
Picture it: NFL fans tearing into Buffalo wings, getting sauce everywhere. Instead of bringing in some mundane lesson about laundry, Tide arrives with mobile washing machines and a smile that says, “Don’t worry, we’ve got this.” Simple, clever, and quite relatable.
What’s so great is how Tide took an awkward reality and turned it into a moment of branding. Without ever coming across as pushy, they have been able to illustrate why their product is relevant by including stains in the narrative.
Ditching scripts for real moments
Here’s where #TideTackles really shines: it’s unscripted. Instead of perfectly planned ads, Tide went raw and real. They sent ex-NFL players like Spice Adams to tailgates all over the country to chill with fans, chow down on game-day snacks, and catch all the fun in unruly, messy ways.
And the best part? They let it happen naturally. There is something so refreshing about a brand that just doesn’t try to control a situation.
Fans laughing over spilled chilli, BBQ smears turned into “war paint,” Tide capturing it all—it’s real, it’s human, and it’s exactly what people want to see.
Taking the party to social media
Tide didn’t stop at the tailgate—they brought the party online. TikTok, Instagram, YouTube—you name it, they’re there, sharing the chaos with a much bigger audience.
Here’s why it matters: Social media is not just a content publishing medium; it’s the place where people go to connect, share, and discover.
And that is just what Tide nailed: short, punchy videos that feel like more of a friend’s post than an ad. Partnering with NFL players, already with a loyal following, has made their campaign even more engaging.
It’s not just about reaching people; it’s about making them feel like they’re part of the fun.
Local love for big results
Let’s be real—NFL fans are passionate about their teams. Tide knew that focusing on the league as a whole wouldn’t hit as hard as celebrating individual fanbases. So, they zoomed in.
Buffalo wings in Buffalo? Check. Chili in Cincinnati? Double-check. Tide didn’t just show up; they embraced each city’s food and fandom traditions. And when fans see their culture reflected in a campaign, it creates this unspoken connection: “Hey, they get us.”
For any brand, this is marketing gold. The more personal you can make your message, the bigger the impact.
Why tide’s playbook works (and how you can use it)
So, what can we learn from #TideTackles? Whether you’re running a global brand or a small business, here’s how to take a page from Tide:
- Go where the action is
Don’t wait for people to come to you. Show up where your audience already hangs out. For Tide, it was tailgates. For you, it might be local events, social media, or even niche online communities.
- Keep it real
People can tell when something feels fake. Tide’s unscripted approach worked because it let real moments shine. Let your audience see the human side of your brand.
- Get creative with your message
Who would’ve thought laundry detergent and tailgates were a match? Tide made it work by tying their product to a common (and messy) reality. Think outside the box about how your product fits into your audience’s lives.
- Celebrate your audience
Tide didn’t just show up for NFL fans—they celebrated their traditions, foods, and quirks. When people feel seen and understood, they’re way more likely to connect with your brand.
- Make it fun
At the end of the day, marketing should be engaging. Tide’s BBQ sauce “war paint” moments and messy laughs are the kind of things people remember. Fun is always a good idea.
Marketing can be messy (and that’s okay)
Tide’s #TideTackles campaign is a reminder that marketing doesn’t have to be perfect. In fact, it’s often the messy, unscripted moments that make the biggest impact. By showing up authentically, celebrating real-life chaos, and meeting fans where they are, Tide turned a tailgate into a marketing touchdown.
If you’re a brand or entrepreneur looking for your next big idea, here’s the bottom line: Be bold. Be real. And don’t be afraid to get a little messy. Because sometimes, the best stories—and the best marketing—come from the moments you didn’t plan for.
FAQ’s
1. How can I make my content feel more personal?
Share real stories, use a friendly tone, and focus on what your audience cares about. Authenticity builds trust and connection.
2. Can humor really help my brand?
Yes! A little humor makes your brand relatable and fun. Just make sure it fits your audience and feels natural to your voice.
3. What’s the best way to engage on social media?
Be active and responsive: engage your audience in polls, questions, and real conversations that will bring them back for more.