INCENTIVE BEHIND THE CAMPAIGN

As societal norms change, so does the demographic of product consumers. Almost every product available is becoming less and less gender specific, forcing companies to change their advertising strategy to target different demographics of consumers for a product that used to be only advertised to a specific group. Tide chose to step away from their usual campaigns, based on the stereotypical hard working mother and wife, and focus instead on a new demographic, the single father.