‘Why Tide is shifting to social-first marketing for its latest NFL blitz “#TideTackles” is the brand’s most content-rich NFL effort to date with over 100 assets, and is the first to focus largely on unscripted material.’ The latest football blitz, titled “#TideTackles,” follows former NFL stars Mark Ingram, Jamaal Charles and Anthony “Spice” Adams as they travel to tailgates around the country and interact with fans, chowing down on regional gameday fare that makes a mess along the way. The effort, which debuted last month, is largely unscripted — a first for Tide’s NFL marketing — and billed as the company’s most content-rich push around the league to date.

-Marketing Dive