Thursday, June 14, 2012

Tide Responds To Fake Onion Article

This is great.  The satirical newspaper The Onion (which everyone should read religiously if you don't already) recently ran a spoof column from a fictional Tide digital director entitled 'Hey, Everybody! This Cool New Tide Detergent Video Is Blowing Up All Over The Internet!'  In the column, the fictional Tide guy writes:

Hey, everybody, have you seen this awesome new web video from Tide detergent?'s got these cute, funny talking animals, a cool indie-rock song, and it's just so hilariously random. And it's got this amazing cameo by Bret Michaels, which is so funny because Bret Michaels is hilarious and from the '80s.
  But hey, I don't want to ruin it for you. Just take a minute to check it out for yourself at the Tide website or, or check out Tide's totally awesome YouTube channel, which is like a treasure trove of cool, popular videos that everyone loves. And honestly, do yourself a favor and just go to Tide's website and hang there for a while. It's a totally awesome place to go and play online games and meet other cool fans of Tide products.
...The other cool thing is, after watching this awesome vid, I honestly just want to go out and buy a lot of Tide. Obviously, I've always bought Tide anyway because it's the best detergent around, but this awesome new clip just makes me want to buy it more. But hey, I guess it should come as no surprise that a brand that makes such a quality detergent would also make a quality video. I mean, it's Tide.   They're the best. They always come up with great stuff like this. It's a hip, modern company that is totally in tune with today's Internet culture, so it makes sense they'd have such a cool online presence.

Read the whole fictional column here.  As always the Onion is spot on, but the best part is that Tide has responded to the fake column by creating a real video that mirrors all of the elements described in the column.  Very meta.

We constantly hear about brands being responsive and listening to their audience (or the Internets in general in this case).  It's great to see a brand doing more than just paying lip service to the idea.  Check out the response video from Tide below.  My favorite line is 'making viral videos with reputable brand partners...':
Additional Articles: Brand Channel