“It doesn’t matter where the clothes come from, if you wash them with Tide, they do have almost this prestige wash to them,” says Maru Kopelowicz, a global creative director at Saatchi & Saatchi, which researches consumer attitudes toward Tide as the brand’s lead advertising firm."
Tide isn’t just for stay-at-home moms anymore. It’s for single guys—and, as other commercials show, for a woman who wants to resurrect her “nasty, vile” old tennis shoes, or the parents of triplets, folding clothes in a crowded bedroom, who consider their kids “such a blessing” but “not financially,” or anyone looking to stretch their dollars. Says Kopelowicz of Saatchi & Saatchi: “Some people, just because they can’t afford Tide all the time, they might think the brand doesn’t understand you. Of course we understand you.”
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