Tide Sport Odor Defense
at Target

Laundry isn't typically top of mind when people think about lifestyle shopping, so our opportunity was finding a way to make it feel more connected to how Target shoppers already live, move, and shop. 

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I worked with my team to help shape a partnership strategy built around the insight that workout apparel tends to trap sweat and odor over time. This campaign paired our Tide Sport Odor Defense detergent portfolio with Target's C9 by Champion line to position laundry care as part of the overall fitness routine. 

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To bring the idea to life, we worked across integrated touchpoints that lead to out-of-aisle merchandising, contextual digital media and co-branded direct mail efforts that extended the campaign beyond the laundry aisle and into shoppers' active lifestyle routines. 

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This campaign strengthened contextual relevance for the Tide Sport portfolio within Target’s retail environment, demonstrating how cross-category partnerships can drive lifestyle-oriented consumer engagement and expand brand relevance beyond traditional laundry occasions. 

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