Icons of Chill Ice-T and Stone Cold Steve Austin Take on Tide's Cold Callers Campaign

Saatchi & Saatchi NY’s latest campaign for Tide sees the launch of the Tide Cold Callers.

Tide is promoting its Tide Cold Water product and asking consumers to turn to cold (water) because of the environmental benefits. As part of this campaign Tide is turning their signature bullseye logo blue across social.

The spots themselves will run on Broadcast TV, OLV, digital, social, radio and in-store. The creative leans heavily into humour. Saatchi ran with the idea of ‘cold callers,’ in this case ‘icons of cold’ Ice-T and Stone Cold Steve Austin who have partnered up to cold call celebrities and ask them to turn to cold!! Companies traditionally make cold calls when they're desperate so Saatchi flipped that on its head, what if cold calling was used for good, in this case to help the environment. The ‘icons of cold’ give the spots the charming Tide flair and create a few laughs.

The launch of the campaign coincides with Tide’s 75th birthday and their Ambition 2030 announcement which outlines Tide’s key sustainability goals for the next decade.