Tide is back in the Big Game.
The brand confirmed its return to the biggest stage in advertising to Adweek exclusively. In 2019, the Procter & Gamble-owned detergent brand sat out the Super Bowl. This year, Tide is once again working with its longtime agency partner, Saatchi & Saatchi New York, as a part of P&G’s Woven collaborative agency.
The decision to skip advertising in the Super Bowl came a year after Tide aired the much-lauded “It’s a Tide Ad” campaign, which starred Stranger Things actor David Harbour in a spot during every quarter of the game. The campaign cleverly joked that every ad very well could be a Tide ad—as long as the clothes are clean.
Tide reprised the campaign in the fall of 2018, airing it during Thursday Night Football. The ad was such a hit that it helped the brand maintain steady sales during the turbulent time of the viral Tide Pod challenge (when teens were encouraging one another on social media to eat the pods).
Tide is staying quiet on the timing of its Super Bowl ad buy for now, but if the success of 2018’s multi-spot campaign is any indication, the brand could likely be making a sizable buy this year as well. Tide’s 2017 spot starred NFL commentator Terry Bradshaw.
Along with Tide, Mountain Dew and Coca-Cola are also back in the game in 2020 after sitting out last year.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best live coverage of the commercials anywhere.