Everyone wants to help the planet. But in the laundry room? Most people still think hot means clean.

Tide needed to change that and get 75% of U.S. loads switched to cold by 2030. So we studied how people actually do laundry. We asked questions. Ran surveys. Dug into MRI-Simmons data. And uncovered the real barrier: cold water was seen as inferior.

Our strategy reframed cold water washing as a way to take control of your clothes, your wallet, and the planet. The campaign? Control the Cycle. A simple idea built on real insights. One that helped us win the NSAC District 1 Competition.