`2023-2024 Tide® Laundry Detergent`

The Bullet Advertising Team at Texas Tech is a group of students selected by interview to compete in a national student advertising competition. The annual competition is put on by the American Advertising Federation and features a corporate client. Past clients have included Nissan, Coca Cola, JCPenney, Yahoo, and State Farm. The client provides a case study outlining the history of its product and current advertising situation. The case study reflects a real world situation to challenge students’ critical thinking abilities and creativity. Students must research the product and its competition, identify potential problems and develop an integrated communications campaign for the client. Each student team then pitches its campaign to a panel of judges in April and then June if the team progresses to Nationals.

I was placed on the Creative Team. Each week we drafted two new campaigns consisting of a pitch, prints, video spots, and promotions, and presented them to the team in hopes of landing on one that captured the message we were assigned in the brief. Over a few months, I created a portfolio of graphics and copywriting, as shown below. Some were used in the final campaign and others were from campaign ideas that were not used.

After we finalized the Campaign, I was placed onto the pitch team where we write the script for the final presentation and present the campaign to a panel of judges. I was also made committee head for the book edit committee where I was in charge of making the final edits to the campaign book which consisted of the research, media planning, budget, and creative elements for our final campaign. The book was submitted into the competition, as well as the pitch. View the final campaign at the bottom of this page.

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Tide Campaign Pitch: Embrace the Cold

In a warming world, some things are just better cold. From iced coffee to frosty lemonade, cold beer on a perfect day, and even your laundry, where the embrace of cold water keeps both your clothes and the planet cool. Join Tide’s ‘Embrace the Cold’ campaign and switch to cold water washing. Because sometimes, cold is simply better.

Tide Campaign Pitch: Change the Cycle

Change is the only constant in life, and just like you, Tide evolves with the times. We’re here for you during life’s messiest moments, because reliability never goes out of fashion. As trends change, as relationships evolve, so do we. Tide’s formulas advance year after year, ensuring you get the best wash, even in cold water. Trust Tide, your enduring partner in laundry care, because in a world of change, some things remain constant.

Tide Campaign Pitch: Tide O’Clock

When it’s Tide O’Clock, time stands still for your messiest moments. Whether it’s a coffee catastrophe or playful paw prints, Tide is your solution. With Tide’s detergent, laundry becomes a time-saving, energy-efficient, and eco-friendly endeavor. No more color sorting, no more shrinking fears. When it’s Tide O’Clock, laundry is as easy as it gets.

Tide Campaign Pitch: Tide Effect

Color sorting got you down? Are shrinking clothes a regular occurrence? Do you find yourself turning your whites into pinks? Worry no more, with Tide, experience a worry-free laundry routine. Symptoms may include feeling good, saving money, and helping the environment.