Tide's Super Bowl Ads Helped Maintain Sales Despite the 'Tide Pod Challenge'

YouGov BrandIndex suggests perception is bad, but consumers are still buying the detergent

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

When teens across the country decided it might be fun to eat Tide Pods (or dare their friends to eat Tide Pods), the brand hit a bit of a rough patch. New research from YouGov BrandIndex shows that in the months following the Tide pod ordeal, perception of the brand has still not fully recovered, but that negative view of Tide hasn’t hurt sales.

In those months, when teens were challenging each other to eat the colorful laundry detergent pods, consumer perception of the brand reached its lowest point in at least nine years, per YouGov BrandIndex.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in