# Comedic Laundry Campaigns Tide Partners with Kumail Nanjiani in a New Campaign By Grace Mahas | Published 2023-03-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/youre-gonna-need-more-tide References: [youtube](https://www.youtube.com/watch?v=6SyjGclfylc)  Tide, Canada's top laundry detergent brand, has partnered with actor Kumail Nanjiani to demonstrate that life's messiest moments call for more Tide. The brand's new and improved Tide Power PODS contain 85% more Tide in every pac, making them ideal for tackling life's inevitable messes. Launching on March 17, the TV spot features Kumail humorously appearing in various real-life messy situations, highlighting the need for more Tide. His [comedic skills](https://www.trendhunter.com/trends/moist-humor) and empathetic approach to awkward situations are sure to entertain viewers. The campaign aims to inform people about Tide Power PODS through engaging real-life scenarios and social media content, including shareable memes, videos, GIFs, and lenses. Users are encouraged to post their own messy moments, driving engagement and emphasizing the need for better Tide Power PODS. With the campaign launching on social media, online platforms, and the TV spot, the message is clear: for all of life's messy moments, You're Gonna Need More Tide. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 66% | Activity: 84% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Real-life Humor Campaigns:** Brands can partner with comedians or actors to showcase a relatable, humorous take on everyday situations in their marketing campaigns. - **More-for-less Product Innovation:** Brands can improve customer satisfaction by offering products with an increase in quantity or quality at the same or lower price point than the previous version. - **User-generated Content Marketing:** Brands can encourage users to share their own experiences and messy moments on social media to create a relatable and interactive community around the product. ### Sectors Adopting This - **Consumer Packaged Goods:** Consumer goods companies can incorporate real-life humor in their marketing strategies to engage with their target audiences and build brand loyalty. - **Home Cleaning:** Cleaning product companies can develop more efficient and effective products, like Tide Power PODS, that can handle tough stains and messy situations. - **Marketing and Advertising:** Marketing and advertising firms can assist brands in creating engaging campaigns that use real-life humor and user-generated content to drive brand awareness and user engagement. ## Related on Trend Hunter - [Deep-Cleaning Laundry Pods](https://www.trendhunter.com/trends/concentrated-cleaning-1.md) - [Double-Sized Laundry Pods](https://www.trendhunter.com/trends/ariel-pods-the-big-one.md) - [Short-Form Soap Operas](https://www.trendhunter.com/trends/cleantok.md) - [Singer-Starring Laundry Campaigns](https://www.trendhunter.com/trends/arm-hammer-and-meghan-trainor.md) - [Charitable Laundry Initiatives](https://www.trendhunter.com/trends/loads-of-hope.md) - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Branded Laundry Outfit Giveaways](https://www.trendhunter.com/trends/laundry-suit.md) - [Athlete-Endorsed Cleaning Product Lines](https://www.trendhunter.com/trends/whole-darn-arm.md) - [Leading Fabric Rinsers](https://www.trendhunter.com/trends/downy-and-tide.md)