The Clean Jersey Swap
Award: Graphite Pencil
Graphite Pencil / Media / Use of Talent & Influencers / 2021
Award: Graphite Pencil
Graphite Pencil / PR / Reactive Response
Award: Graphite Pencil
Graphite Pencil / PR / Product Launch
Award: Wood Pencil
Wood Pencil / Digital / Use of Talent & Influencers
Award: Wood Pencil
Wood Pencil / Experiential / Use of Talent & Influencers
In 2020 the NFL banned the jersey swap, a beloved tradition, due to Covid-19. But Tide saw a solution in its newest product, Tide Hygienic Clean, and the Clean Jersey Swap was born. Saatchi & Saatchi worked with equipment managers to collect jerseys, wash them, and ship them to their new owners. Over the course of the program, over 1,400 players signed up to swap. Players became social media influencers, posting their swapped jerseys online and making every post a demo for Tide Hygienic Clean. The campaign amassed 800 million earned media impressions and increased sales by 22% - outselling the entire Persil line.
What did the judges have to say?
"It was an opportunistic fit for a brand. It wasn't trying to change the world, but really sell washing powder for what it does best$making the garment as good as new! Again, a ritual that needed to evolve for the times we were in and to make the brand relevant and to embed itself in the memory of the consumer by taking the simple idea and blowing it right."
Garima Khandelwal, Chief Creative Officer, Mullen Lowe Lintas
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