Tide Teams Up with Netflix’s Stranger Things 5 to Reimagine its 1987 Letters to Tide Campaign Featuring New Boosted Formula
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Season 5 of Stranger Things takes place in 1987, the same year Tide launched its now retro “Letters to Tide” campaign, which featured real, handwritten letters from customers thanking liquid Tide for saving their favorite clothes. To commemorate this shared moment in time, Tide has reimagined its beloved “Letters to Tide” campaign through the world of Stranger Things. In the TV spot, Buono reprises her role as
With the help of the show’s lead costume designer,
“People think the magic is only in the design, but it’s also in the clean. On set, costumes go through it all – they’re stained, cleaned, and need to be camera-ready again in hours. That’s why I use Tide’s boosted formula because it delivers a powerful clean that is a breakthrough for on set tough stains,” says Parris.
When will Stranger Things 5 premiere on Netflix?
Stranger Things 5 will release on Netflix across three premiere dates with Volume 1Now Playing, Volume 2 on Christmas (three episodes) and The Finale on New Year’s Eve. Each volume releases at
Why did Tide team up with Netflix’s Stranger Things?
Tide is no stranger to stains - or to Stranger Things - having been part of the show’s story from the very beginning - appearing in its iconic 1980s packaging in Season 1, Episode 2. The inherently messy moments within the Stranger Things world made for the perfect opportunity to put Tide’s boosted formula to the test, washing away the toughest, most memorable stains.
How does Tide’s partnership connect to the Stranger Things’ story?
With Season 5 set in 1987 - the same year Tide launched its iconic “Letters to Tide” campaign - the partnership celebrates the nostalgia of this shared moment in time. Tide and Stranger Thingsreimagined the beloved campaign, envisioning what it might look like if Hawkins’ own
Did the Stranger Things costume team use Tide on set, and what were the results?
To showcase the power behind the boosted formula, Tide teamed up with Stranger Things’ lead costume designer,
“Stranger Things is all about memorable iconic outfits and stain-induced scenes. We recreated the show’s most iconic costumes like Eleven’s pink dress and Dustin’s ‘Camp Know Where tee’ and put them through serious messes - from Demogorgon goo to pizza grease - and Tide brought every piece back to life with a visibly superior clean,” says Parris.
How did Tide perform against Stranger Things’ stains?
Tide’s boosted formula features 25% more grease and stain-fighting power and 40% more non-ionic surfactants to tackle body soils and odors, making it the ideal product for tough, set in stains like Demogorgon goo. Tide’s new formula was specifically designed to work across all fabric types, machine types, and wash temperatures, delivering a certainty of clean that meets modern laundry needs for all your messy moments, even in the Stranger Things’ world.
“Our team is constantly innovating to meet the needs of today’s laundry, and give consumers the clean they deserve,” said
Why did Tide create a boosted formula for its Original Liquid Detergent?
“We are always pushing ourselves to deliver superior products to meet consumer needs and the ever-evolving laundry landscape,” said
Where can I find more information on Tide’s boosted formula?
Visit Tide.com to learn more about Tide’s upgraded formula and superior clean.
Follow Tide on TikTok and Instagram (@TideLaundry) for more details on the Stranger Things partnership as well as cleaning tips, product updates, and stories from Tide’s innovation journey.
About
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.
About Stranger Things
A love letter to the ‘80s classic genre films that captivated a generation, Stranger Things is a thrilling drama set in the seemingly normal Midwestern town of Hawkins,
Created by The Duffer Brothers, Stranger Things debuted in 2016 and quickly became one of Netflix’s most popular television series ever, with its fourth season alone amassing over 140.7M views globally. Rooted in ‘80s nostalgia, it boosted Kate Bush’s track “Running Up That Hill” into the Billboard Hot 100 chart for the first time in its 38-year history. The series has also garnered over 70 awards worldwide including Emmys® and the
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MSL New York
Aliza.Solc@MSLGroup.com
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