Mi Tide

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

To re-establish Latinas' emotional bond to Tide, the brand had to reduce their ignorance towards Tide's line of products and increase the value of these in their mind. The "Mi Tide" campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment and chose to engage with Latinas through their individuality and authenticity.