Tide has initiated a collaborative marketing campaign with the streaming series Stranger Things, coinciding with the show’s final season set in 1987 and drawing a parallel with the laundry detergent brand's original 'Letters to Tide' advertising initiative, which was also launched in 1987.
Central to the Tide x Stranger Things campaign is a nostalgic TV commercial starring actress Cara Buono. In the ad, Buono takes on the role of her Stranger Things character, Karen Wheeler, and writes "a few letters to Tide." The spot also references some of the show's "most memorable looks — like Eleven’s pink dress and Dustin’s ‘Camp Know Where’ tee." Central to the narrative is Tide’s newly reformulated liquid detergent's power in tackling these stains.
To bring this campaign to life, Tide also tapped the show's leading costume designer, Amy Parris.
Image Credit: Tide x Stranger Things
What Makes This Trend Stand Out
- Nostalgia-driven Marketing
- Brands are leveraging nostalgic connections by aligning their products with popular retro-themed media to evoke emotional engagement among consumers.
- Cross-industry Collaborations
- Businesses are increasingly pursuing collaborations across diverse industries, such as media and consumer goods, to expand their reach and enhance brand storytelling.
- Character-driven Advertising
- Using fictional characters from popular culture in advertisements offers a new way to create relatable and memorable brand experiences for target audiences.
Sectors Adopting This
- Entertainment Industry
- The entertainment sector provides fertile ground for innovative brand partnerships that blend storytelling with product promotion.
- Consumer Packaged Goods
- Incorporating elements of entertainment into consumer packaged goods marketing opens up unique avenues for capturing consumer interest and driving brand differentiation.
- Fashion and Costume Design
- Fashion and costume design play a critical role in marketing campaigns, enabling brands to showcase their products as part of an engaging narrative tied to popular media.
