Tide has die-hard fans — their 1.5 million-strong community on Facebook proves it. Last month, SaatchiNY launched work that celebrates those fans and reminds consumers that, of the many Tide variants available on the shelf, there’s one that’s right for all of us.

Inspired by the real style and unique voices of Tide users, we produced testimonials that don’t feel like your average testimonial. We strove for a genuine, engaging dialogue, the way our friends really talk about detergent. A part of the “Style is an Option, Clean is Not” brand campaign, this initiative included seven :15 commercials, three :30s, long-form web videos, and extensive in-store and digital programs.

The work has been so well received that the team has just wrapped production on a second round.

That’s our Tide. What’s yours?