Expired: Tide Pods contest

Tide Pods contest

Changing out of dirty clothes into clean clothes, or diving into a freshly made bed with clean bed linen – that’s the most enjoyable feeling of clean and fresh. Now imagine taking what you know about clean to a whole new level.

Tide PODS® is the first ever innovation from Tide, the #1 laundry brand in the US. It is the gold standard in laundry detergents that revolutionizes the experience of clean, with its innovative 3-in-1 laundry solution that combines concentrated liquid, stain removal booster and brightener all at once in a 3-in-1 chamber. Its superior deep down clean over regular powders and liquids explains its higher price, and makes it worthwhile.

This new cleaning experience is targeted at affluent women living in cosmopolitan cities in China, age 25-34, who are sophisticated and informed. They love new ways of doing things but are weary about gimmicks that fail to deliver. They embrace innovation and products that improve their quality of life. Because they want the best out of life, they’re willing to spend more on the things they want

Today, we want your creativity and insightfulness to convince these women that Tide PODS® is an innovation they must experience for themselves.

Creative Challenge

In a poster with a tagline, show how revolutionary Tide PODS® offers superior deep down clean that is irresistible to women and their best choice when it comes to laundry.

The goal is to find an idea that will inspire a Tide PODS® campaign in China that will make women want to buy and use this product because it offers them innovative superior deep down clean that their traditional powders and liquids can’t, even if it is more expensive. Bring to life Tide PODS® as a product revolution that sets it apart from regular powder and liquid detergents.

Don’t worry if you don’t know the Chinese consumers well, imagine a situation where you’ve been willing to buy something a little more expensive because you think it’s an innovation worth spending on and apply that to laundry!

Think about Tide PODS®’s unique properties that give a superior clean: it is an innovative 3-in-1 laundry solution that combines concentrated liquid, stain removal booster and brightener all at once in a 3-in-1 chamber. How can you bring these benefits to life in an engaging and spirited way that is different from regular laundry detergents advertising?

The Tide PODS® brand is about being authentic, spirited and insightful. We would like to see these characteristics come through in your entry. 

To help us understand your idea, please answer the following two questions:

  1. What is your idea about? Please describe it in detail.
  2. How does your idea convince women that new Tide PODS® is innovative and desirable?


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Think about how you can put yourself in our target audience’s shoes and make your idea more effective and resonate with them.

Some examples of bad entries: 

  1. A poster of a woman who is juggling a perfect life: a job, friends, partner, family, home, and social life. How does she do it? Tide PODS® takes the frustration and time out of doing laundry and she is able to focus on the things that are important to her. And because Tide PODS® does such a good job of cleaning and taking care of her clothes, she always looks good and feels good about herself, and her confidence touches every aspect of her life. While this is a good example for standard laundry detergents, it doesn’t showcase how truly innovative Tide PODS® is.
  1. A product comparison between Product X and Tide PODS®. We know that the product will deliver super efficacy, but we need a more relevant and emotionally powerful idea that will really grab Chinese women’s attentions.


Jury’s Prize

  • #1 Prize €1,500
  • #2 Prize €600
  • #3 Prize €400


Take this challenge