Procter & Gamble

Martin Hettich, Senior Vice President, North America Fabric Care
Alex Perez, Senior Brand Director
James Sawyer, Brand Director
Kimberly Doebereiner, Group Vice President, Future of Advertising
Paul Chick, Director, North American Content Leader
Jennifer Beck, Communications Manager, North America Fabric Care
Molly McGuire, Senior Brand Manager

Saatchi & Saatchi *Lead Agency

Daniel Lobaton, Chief Creative Officer
Lauren Varvara, VP, Creative Director
David Stevanov, Creative Director
Simone Milani, Associate Creative Director
Rich Whelchel, Senior Copywriter
Caroline Chase, Junior Art Director
Melissa Perrett, Junior Copywriter
Jennifer McGill, VP, Account Director
Chris Gilbert, VP, Director of Experience Strategy
Julia Perrissinoto, SVP, Global Strategy Director
Ciro Sarmiento, Chief Creative Officer
Dustin Tomes, EVP, Executive Creative Director
Eduardo Lunardi, Senior Art Director
Dani Stoller, Head of Production
Sarah Beaumont, Chief Executive Officer, Woven
Jennifer Brotman, SVP, Group Account Director
Leslie Fellwock, Account Supervisor
Alexandra La-Rotta, Digital Account Supervisor
Claire Lancaster, Account Executive
Shayla Nguyen, Junior Strategist
Adrian Chan, VP, Creative Director

Marina Maher Communications (MMC)

Samantha Halpern, Group Senior Vice President, Brand Business
Alisha Garfinkel, Senior Vice President, Project Management
Patricia Jones, Vice President, Earned Media
Noomi Grootens, Vice President, Brand Management
Marie Bernadeau, Senior Account Supervisor, Brand Management

Platinum Rye Entertainment

Lori Golden, Senior Vice President, Talent
Billy Blundell, Director, Talent
Caroline Welch, Manager, Talent

Saatchi & Saatchi X

Michael Limbert, Creative Director
Derrick Ellis, Associate Creative Director

Tide PODS needed to reignite laundry consumer’s interest in the category by promoting Tide Power PODS and upgrade them. Consumers, however, were reluctant to understand why they’d need more Tide. By borrowing from social media and online culture where life’s messes are shared, we pointed the mirror at consumer’s lives, proving just how messy their lives can be. “You’re Gonna Need More Tide” made consumers realize why they’re gonna need more Tide, increased Power PODS sales by 45% and contributed to 62% of Tide's growth in the launch quarter.