"We had broad ideas, but it was relatively unscripted once we got there. We didn't know what consumers were going to do," said Alex Perez, senior brand director for North America laundry at P&G. "Usually, when we make a commercial, we know what stain we're going to get. This one, we were like: 'I don't know what's coming. We need a hundred of them.'"
The latest football blitz, titled "#TideTackles," follows former NFL stars Mark Ingram, Jamaal Charles and Anthony "Spice" Adams as they travel to tailgates around the country and interact with fans, chowing down on regional gameday fare that makes a mess along the way.
Tide is producing over 100 unique assets to support #TideTackles, which has already toured cities like New Orleans and P&G's hometown of Cincinnati, with sights now set on the coasts.
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