How do you convince millions of NFL fans to switch to cold water? You let their favorite players tell them. Tide’s national #TurnToCold campaign set out to change consumer habits by encouraging households to wash in cold water, reducing energy use and lowering environmental impact. To bring the message to life, Tide teamed up with some of the NFL’s most recognizable personalities: Justin Jefferson, Jerome Bettis, and Matt Ryan (“Matty Ice”). Since they needed an unforgettable way to deliver the message, they also turned to the team at SCPS Unlimited.
SOLUTION
We developed a series of custom GE washing machines that could do more than clean clothes, they talked back. Our innovation team modified and customized 10 washers with embedded sensors, team-branded wraps, and audio-trigger technology that responded to user behavior. When a user attempted to select warm or hot water, the washer played a personalized callout from their favorite NFL player reminding them to #TurnToCold.
This combination of hardware engineering, software logic, and brand-driven audio design turned a simple appliance into a piece of interactive marketing technology and a memorable consumer experience.
TECHNICAL DETAILS:
- Creative Technology: voice-triggered logic, behavioral monitoring, audio integration + playback systems
. - Fabrication & Engineering: custom cabinetry with branding, electronics and sensor integration.
. - Production Support: Hero unit made for media, nationwide shipping & logistics, on-camera troubleshooting and support.
.
.
EXECUTION
The #TurnToCold activation quickly became one of Tide’s most talked-about campaigns.
The custom washers were featured in national commercials, social campaigns, and media coverage and the fan response exceeded expectations.
This project showcased how immersive technology, smart engineering, and creative fabrication can transform a sustainability message into an engaging, shareable consumer experience. By merging brand storytelling, hardware customization, and interactive sound design, Tide’s message didn’t just reach fans, it stayed with them.
.
RESULTS & RECOGNITION:
Green Pencil Winner (One Show): Recognizing creative excellence in sustainability.
Merit Award (The One Show – Direct Marketing/Brand Partnerships)