Tide

Tide detergent kicked off its “Turn to Cold” campaign to reduce its carbon footprint and convert 75% of all loads of laundry to washed on cold by 2030. But when the campaign failed to resonate with 18 to 35-year-olds, Tide passed the challenge to young professionals across the country through the National Student Advertising Competition.

I served as lead copywriter for the University of Nebraska-Lincoln’s 2023-2024 NSAC team. In this role, I crafted, edited and provided feedback on copy used throughout the campaign plansbook and presentation with one final goal in mind: To convince our audience to turn to cold. For good.