In the year 2020, Tide Laundry detergent ended up spending around $240 million on media and paid advertising whereas in year 2021 they spent roughly around $250 million on paid advertising for their media plan. For 2022 and beyond, Tides budget for their advertising campaigns is only expected to keep growing yearly since they are becoming a more dominant laundry detergent brand every single year. Tides current media plan is to let customers who buy their product know that they are saving the earth with cold water washing and saving up to $100+ dollars yearly in their water bills. Laundry detergent in itself is something that every person owns and uses to clean their clothes no matter what brand it is. Tides media plan is to reach everyone about their product so people can side with their campaign and use their product. All people are targeted at this campaign and in my opinion, there is no certain group of people that these advertisements do not allude to. Tide laundry detergent runs its ads all year long especially with their new wash with cold water campaign. Around this time last year, they started using the famous actors Stone Cold Steve Austin and Ice T to push their cold-water campaign and still makes new commercials for it to this day. They also ramp up advertising during the football season and use football players to express their belief in how great tides new cold water washing campaign is and how it will save the environment and your money as well.
Tide uses various social media platforms to push their campaign and advertising in owned media. Platforms such as Twitter, Facebook, and Instagram post ever so often about their newest commercials and campaigns that they are going through with. Tide does not see a lot of earned media coverage for their products although they have gained notoriety recently for being the first laundry detergent brand to clean clothes in outer space. Their strongest form of advertising is paid media though since they spend roughly $250 million yearly on advertisements.
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