SAVE BY COLD WASH
Background
Cold water washing can save up to 90% of the energy used in a regular wash. However, it often fails to remove tough stains.
Insight
Kendrick Lamar recently gave a shoutout to DJ Mustard—who produced his historic Drake diss track Not Like Us—during his song TV Off and at the Super Bowl halftime show.
Idea
Tide partners with Kendrick Lamar to launch 1,000 limited-edition t-shirts, each stained with real mustard.
The challenge: wash them only with cold water for one year. After that time, the person whose shirt has retained the boldest and most stylish mustard stain will win tickets to a Kendrick Lamar concert.
Brand
Tide
Role
Account Executive
Instructor
Sungkwon Ha
2025 Advertising
Switching to cold water can save households up to 1,600 pounds of CO2 annually, reduce energy use by 90% per load,and reduce utility bills by up to $150 per year.
Starting Point
But, we all know cold washing can still make the marks visible.
Problem
Kendrick Lamar gave a shoutout to DJ Mustard during the Super Bowl halftime show and in his track "TV Off."
Insight
Heinz and Kendrick Lamar launch a new mustard. Can it help save the world?
So
.
.
.
.
Tide Introduced
Kendrick Lamar drops 1,000 mustard-stained t-shirts on his social media.
Wear it. Live in it. Wash it in cold water.
After a year, the person with the boldest, most stylish remaining mustard stain wins tickets to a Kendrick Lamar concert.
Idea
