Launching the most powerful Tide ever.
Tide Ultra OXI Boost was P&G's most powerful clean ever — and its most important launch. We knew once shoppers tried it, they'd believe. The challenge was driving trial at scale in one of the most competitive aisles in retail. The solution: a blockbuster partnership with Marvel that turned every superhero's collateral damage into collateral stains, and every Tide purchase into a ticket to the movies.
"This was the most impactful launch in the history of Fabric Care."
From culture to cart.
The "Collateral Stain Stories" campaign made Marvel's background extras the unlikely heroes, dramatizing the toughest stains in pop culture. And we didn't stop at the commercials — those extras followed the shopper all the way into the e-commerce experience with branded page takeovers and immersive content. By tying the brand story to Marvel battles — and adding a Fandango incentive —we gave shoppers a reason to act now and experience Tide Ultra OXI Boost for themselves.
Trial that scales.
This wasn't just a sponsorship. It was a retail-first activation built to drive trial at scale. Every touchpoint in the consumer journey — from in-store displays to e-commerce to OTT to a 5D theatrical premiere —led back to purchase. The result: one of Tide's biggest launches in history.
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number of days
the first allocation
sold out
0K+
Fandango
redemptions
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participating
retailers and banners
nationwide
0M+
earned impressions
and engagements
