Tide inserts Kumail Nanjiani into messy viral videos for bigger pods push

• A recent Tide campaign taps actor Kumail Nanjiani to spotlight the myriad situations where people need more laundry detergent, per details shared with Marketing Dive. Saatchi & Saatchi NY assisted.
• The effort promotes overhauled Tide Power Pods that now include 85% more detergent per pack. In a video rolling out today (March 17), the “Welcome to Chippendales” star is inserted into scenes that show messy people or herald messes to return, equivalent to a pair checking out they’re expecting triplets.
• The “Gonna Need More Tide” spot running on digital and TV is complemented by memes, GIFs and lenses on social platforms that encourage consumers to share their very own user-generated content (UGC) about life’s less clean moments.

Tide is using social media insights to tell its latest campaign, which depicts a spread of scenarios where more laundry detergent might be useful. The video elements of the campaign draw on Nanjiani’s casual charm as he emphasizes all of the ways through which individuals are going to wish more Tide, including within the chase for likes and online virality.

“Gonna Need More Tide” edits the actor into several videos which have previously taken the web by storm, equivalent to one where a baby sits on a dinner table while being covered in peanut butter by his older sister. The YouTube post from six years ago has racked up over 24 million views.

Tide appears to be chasing the subsequent viral hit of its own by encouraging shoppers to share experiences that mandated heavy-duty cleanups for a UGC-oriented aspect of the push. In the announcement, the marketer specifically called out TikTok as helping drive the cultural trends it’s attempting to tap into.

Tide has seen success with celebrity-led marketing that plays on viewer expectations and a way of familiarity. A Super Bowl campaign from several years ago showed what initially gave the impression to be commercials from other product categories, like beer, before David Harbour interrupted to let people realize it was yet one more Tide ad.

The Nanjiani-starring creative comes as parent company Procter & Gamble switches up a few of its internal marketing approach. The Cincinnati-based firm, which also owns Downy and Bounce, has in-housed more of its media buying operations, including in the material care category. The strategy has resulted in $65 million in annual savings and more frequency for the segment, executives recently said.