In November 2005, New Orleans was still reeling from Hurricane Katrina. Homes were uninhabitable, electricity was unreliable, and most people still lacked a permanent address, let alone the appliances necessary to clean the clothes on their backs. That’s when Tide showed up with a fleet of Whirlpool washers and dryers, offering free laundry service for families in need.
Since Hurricane Katrina, Loads of Hope has completed more than 60,000 loads of laundry for 21,850 families across the nation. In the wake of floods, hurricanes and wildfires, Tide shows it cares more about the people they serve than the product they sell. It’s a powerful message. And to be fair, it’s a powerful marketing strategy.