Daily Brief:
- Tide and Marvel Studios have joined forces for a new campaign, titled “Collateral Stains,” timed to the release of “Captain America: Brave New World,” according to a press release. The latest Marvel film debuts in theaters Feb. 14.
- “Collateral Stains” showcases how everyday people in the Marvel Cinematic Universe (MCU) overcome stains. Key to the effort is a 5D “Collateral Stains Screening” that consumers can enter to attend via an Instagram sweepstakes.
- The event, which includes a screening of the film and opportunity for consumers to experience dirt and mud stains as if they were part of the action, will be held Feb. 13 in Brooklyn, New York. Creative content across TV and social media round out the effort.
Dive Insight:
Procter & Gamble laundry detergent brand Tide is addressing one of the overlooked nuisances of living within the MCU: the collateral stains that occur from being court side to chaotic superhero action. The collaborative effort with Marvel Studios arrives ahead of the release of “Captain America: Brave New World,” which has been projected to achieve box office totals of $650 million.
“Collateral Stains” promotes Tide’s Oxi Boost Power Pods and includes social and TV content showcasing how individuals in the MCU bounce back from pesky stains. In “Mango Smoothie,” Red Hulk and Sam Wilson, the new Captain America, are seen dueling before the battle causes a man (actor Gregg Turkington, who plays the Baskin-Robbins manager in “Ant-Man”) to spill a smoothie on himself. However, with Oxi Boost Power Pods, the mess is quickly cleaned up.
Tide will host an event where attendees will be among the first to see the latest Captain America film and experience collateral stains as if they were in the movie. For instance, if Captain America stirs up dirt, the audience will get dirty too, or if an energetic battle leads to muddy stains, viewers will get mud on their clothing. Consumers can enter for the chance to take part in the experience, hosted at Zero Space in Brooklyn, by commenting on select Tide Instagram posts with the hashtag #TideSweeps.
The loyal fan base behind the MCU provides a valuable opportunity for brands attempting to grow their connection to consumers. A number of brands last year, including Heinz and Heineken, partnered with “Deadpool & Wolverine.” Last April, Coca-Cola collaborated with Marvel for a TV commercial, digital collectibles, prizes and an immersive augmented reality experience.
Beyond the Marvel tie-up, Tide has integrated its brand into other cultural touchstones. The marketer routinely advertises around the NFL and last fall debuted “#TideTackles,” its most content-rich effort with the pro football league to date. Tide parent P&G, which also owns Bounty, Crest and Dawn, reported net sales of $21.7 billion, a 1% year over year decrease, in the first quarter of its fiscal 2025 year.
