Approaching its 60th anniversary, Tide is launching a new campaign by Saatchi & Saatchi. The campaign will shift Tide’s message away from a traditional, benefits-driven approach to an emotional one. “We’ve taken Tide out of the laundry room and given it a new voice, one that speaks more empathetically, and has relevance to a broader group of women,” said Julie Woffington, Tide’s associate director of marketing for North America The inspiration for the campaign was an intensive research pr...