Why Tide is Embracing Social-First Marketing in Its 2024 NFL Campaign (#TideTackles)
- Sevn Sports Brokers
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Tide’s partnership with the NFL has been longstanding and iconic, but for the 2024-2025 season, the brand is making a bold pivot in its marketing strategy. With its latest campaign, “#TideTackles,” the laundry giant is taking a more social-first, unscripted approach that is designed to resonate with today’s connected, sports-obsessed audiences. This new direction not only marks a significant shift in how Tide engages with fans but also highlights a growing trend in sports marketing: the power of social media, influencer partnerships, and local fan culture.
Tide’s NFL Strategy: From Super Bowl Spots to Social-first Content
Tide’s marketing history with the NFL has been impressive. From the unforgettable “It’s a Tide Ad” campaign that took over Super Bowl LII to its ongoing relationship as an official NFL sponsor since 2012, the brand has been a staple in the league’s marketing ecosystem. However, as the media landscape continues to evolve, Tide recognizes that the way fans consume content is changing—especially with the rise of social platforms like TikTok, Instagram, and YouTube.
That’s why for 2024-2025, Tide has leaned into a more dynamic, social-first strategy with #TideTackles, its most content-rich campaign to date. The initiative involves over 100 unique content assets, including videos, social posts, and influencer collaborations, designed to be shared across a variety of channels. This shift not only reflects the changing role of digital and social media in sports marketing but also Tide’s willingness to experiment with new formats, including unscripted content.
What Is #TideTackles?
At the heart of the #TideTackles campaign is a unique blend of NFL fandom, regional food culture, and unscripted moments. The campaign follows former NFL stars Mark Ingram, Jamaal Charles, and Anthony “Spice” Adams as they travel to tailgates across the country, immersing themselves in local game-day traditions and interacting with passionate fans. Along the way, they embrace the messiness of tailgate food—from chicken wings in Buffalo to Cincinnati chili—providing the perfect opportunity for Tide to showcase its stain-fighting power.
The unscripted nature of the content is a departure from the polished commercials we’ve come to expect from major brands. As Alex Perez, Senior Brand Director for North America Laundry at P&G, explains, “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 goal? To capture authentic, spontaneous interactions that resonate with real fans in real moments—no script required.
Social Media Meets Sports Marketing
One of the key elements driving the #TideTackles campaign is the heavy focus on social media. With platforms like TikTok, Instagram, YouTube, and Amazon’s “Thursday Night Football” reaching millions of viewers, Tide is meeting fans where they spend their time: scrolling through their feeds. This strategy also includes partnering with influencer athletes like Spice Adams, who brings his own social media following into the fold. In his first video for the campaign, Adams is seen in Buffalo, New York, using chicken wing sauce as warpaint before mingling with Bills fans. It’s a perfect example of how sports culture, influencer marketing, and brand storytelling are blending together to create engaging content.
Tide’s focus on social-first content isn’t just about pushing out promotional material; it’s about creating conversations and interactions around real-life experiences. Fans love seeing athletes out of their element—especially when they’re having fun and embracing the messiness of game-day celebrations. And with social media providing the ideal platform for these moments to go viral, Tide is ensuring that its campaign reaches far beyond traditional TV spots or in-stadium activations.
Localized Marketing and Athlete Ambassadors
Another key aspect of Tide’s strategy for this year’s campaign is its emphasis on local marketing. While Tide has been an official NFL sponsor for years, the brand recognizes that fan loyalty often transcends the league as a whole. Fans are fiercely passionate about their individual teams and the unique traditions tied to their cities. In response, Tide is taking a more localized approach, tailoring the content to celebrate the distinct fan cultures in cities like Buffalo, New Orleans, and Cincinnati.
The campaign’s emphasis on athlete ambassadors is also crucial to its success. By working with former NFL stars like Ingram, Charles, and Adams, Tide is tapping into the athletes’ personal brands and fan followings to amplify the campaign’s reach. Spice Adams, in particular, brings a fun, relatable personality to the campaign, with his social media presence adding another layer of influence and authenticity. In fact, Adams was able to amplify the Buffalo visit through his own channels, driving additional engagement and buzz around the Tide brand.
The Power of Social-First Sports Marketing
Tide’s shift to a social-first, unscripted campaign is a clear example of how the sports marketing landscape is evolving. As brands look to engage with younger, digitally savvy audiences, social media has become the go-to platform for building authentic connections. By embracing unscripted content and leveraging the power of athlete influencers, Tide is able to create a more personalized, local experience that resonates with fans on a deeper level.
At SevnGlobal, we believe this shift toward social-first sports marketing is a critical step for brands looking to stay relevant in an increasingly fragmented media environment. As more and more sports fans consume content on their mobile devices, brands like Tide are leading the charge in creating content that is not only shareable but also designed to spark real conversations among fans.
Conclusion
Tide’s #TideTackles campaign is a game-changer for the brand’s relationship with the NFL and its fans. By embracing unscripted content, tapping into the power of social media, and collaborating with athlete influencers, Tide is ensuring its message resonates with today’s sports fans. It’s a smart, bold move that highlights the future of sports marketing—one where authenticity, local engagement, and social-first content are key to driving success.
At SevnGlobal, we’re excited to see how campaigns like #TideTackles continue to evolve the sports marketing landscape. It’s a clear reminder that in today’s world, meeting fans where they are—on social media, in the stands, or around the tailgate—is the ultimate play.
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