Tide is developing new headlines and body copy to promote its new Coldwater laundry detergent. The document contains over 100 proposed headlines in different styles that highlight how Tide Coldwater saves money by using less energy during cold water washes. It also includes two versions of body copy that provide additional details on Tide Coldwater's energy and money saving benefits from washing clothes in cold water.

1. COPY MANUSCRIPT
Client: Tide
Writer: Mackenzie Jordan
Date: September 28, 2015
Job Title: Headlines and Body Copy for Tide Coldwater
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DIRECT BENEFIT
HEADLINE: Tide Coldwater is a cheaper, more efficient way to wash your clothes.
HEADLINE: Tide Coldwater’s innovative new formula deep cleans while reducing your energy costs.
HEADLINE: Tide Coldwater is a win-win product; it cleans your clothes and saves you money.
NEWS
HEADLINE: Introducing Tide Coldwater. The laundry detergent that helps to lower your energy bill.
HEADLINE: New from Tide—a detergent that uses 50% less energy per wash. Tide Coldwater.
HEADLINE: Tide Coldwater Laundry Detergent: an innovation cold water cleaning and money saving
technology.
EMOTIONAL
HEADLINE: Be bold. Wash in cold.
HEADLINE: Don’t feel bad about washing after only one use.
HEADLINE: No one should feel guilty for keeping their wardrobe fresh and clean.
DIRECTIVE/COMMAND
HEADLINE: Keep your family clean and your wallet green.
HEADLINE: Decrease stains. Increase savings.
HEADLINE: Empty your laundry basket, not your wallet.
ALLITERATION
HEADLINE: Cold clothes, cha-Ching!
HEADLINE: Tide Coldwater helps to preserve the pennies in your pocket.
HEADLINE: Tide Coldwater; the cool way to conserve cash.

2. Mackenzie Jordan
RHYME
HEADLINE: Clean the spills. Lower the bills.
HEADLINE: Laundry can be fun, when you’re saving a ton!
HEADLINE: Tide Coldwater ‘showas’ save more ‘dollas’
DEMOGRAPHIC/SELECTIVE
HEADLINE: Moms- instead of pulling money out of your pockets while doing laundry, you’ll be
putting money into them.
HEADLINE: Attention Parents: you can now save more than just the change you find in your kids
pockets, while doing laundry.
HEADLINE: Moms- you’ll be the coolest one on the blog when you review Tide Coldwater.
HORNBLOWING
HEADLINE: The best way to clean your clothes while reducing your energy bill.
HEADLINE: The most energy efficient way to use your washing machine.
HEADLINE: Tide Coldwater is the best say to reduce your energy bill without changing your lifestyle.
VERBLESS
HEADLINE: Cold water. Hot savings.
HEADLINE: Goodbye stains. Hello savings.
HEADLINE: Negative heat + Negative stains = POSITIVE SAVINGS
FACTUAL
HEADLINE: Washing every load in hot/warm water for a year compares to driving 3600 miles in a car.
HEADLINE: The average US home does almost 400 loads of laundry per year.
HEADLINE: You can use up to 50% less energy each wash by pressing ‘cold.’
CURIOSITY
HEADLINE: The only stain it can’t remove is the green in your pocket.
HEADLINE: It keeps your clothes clean and your pockets green.
HEADLINE: Hot water should be saved for washing bodies and dishes… not clothes.

3. Mackenzie Jordan
QUESTION
HEADLINE: Do you want that Hot Springs vacation? Save with Coldwater Tide.
HEADLINE: Sick of fighting for the hot water with your washing machine?
HEADLINE: Do you want to shrink your energy bill, but not your clothes? Try Tide Coldwater!
METAPHOR, SIMILE, ANALOGY
HEADLINE: Now all your clothes can be treated like delicates.
HEADLINE: Tide Coldwater is like a healing ice bath for your clothes and your wallet.
HEADLINE: Tide Coldwater is like getting a ½ off coupon that never expires.
PARALLEL CONSTRUCTION
HEADLINE: Less energy, check. Less stains, check. Less cost, check.
HEADLINE: Wash your clothes in cold water before your energy bills wash your wallet.
HEADLINE: Protect your clothes. Protect your money. Tide Coldwater.
TESTIMONIAL/QUOTATION
HEADLINE: “I never knew I could save so much by changing one simple press of a button.”
HEADLINE: “In just six simple loads, Tide Coldwater had paid for itself.”
HEADLINE: “I couldn’t believe how well my clothes were cleaned when I used COLD water.”
FIVE EXTRA
HEADLINE: Tide Coldwater showers bring money saving powers.
HEADLINE: Tide Coldwater helps you save the hot water for your shower and keep the money in your
power.
HEADLINE: Cold… Tidewater Cold.
HEADLINE: Tide Coldwater helps you and your clothes swim into savings.
HEADLINE: The Tide is cold and the savings are bold.

4. Mackenzie Jordan
BODY COPY VERSION 1
HEADLINE: The only stain it can’t remove is the green in your pocket!
BODY COPY: Tide Coldwater Clean Liquid Laundry Detergent is engineered to help you save money
by reducing your energy bills. This innovative product allows your clothes to be washed
more efficiently in a cold water cycle, than other leading brands in warm/hot cycles. By
washing your clothes in cold water, you can use up to 50% less energy. Tide Coldwater
also fights stains on contact and effectively eliminates all except the green stain formed
by the cash in your pocket. Try Tide Coldwater and see how much money you can save!
BODY COPY VERSION 2
HEADLINE: The only stain it can’t remove is the green in your pocket!
BODY COPY: With Tide Coldwater Clean Liquid Laundry Detergent, the only stains you’ll ever have to
worry about are the ones that form in your pockets from all of the money you’ll be
saving. Tide Coldwater Clean Liquid Laundry Detergent is engineered to help you save
money by reducing your energy bills.
Tide Coldwater reduces your energy bill by eliminating the need to heat water to wash
your clothes. This innovative product allows wash to be done in a cold water cycle, and
allows you to use up to 50% less energy. Tide Coldwater is also formulated to keep your
colors brighter and your whites whiter.
Tide Coldwater promises to be tough on stains, but gentile on your skin. With two
refreshing scents to choose from, you really can’t go wrong. Coldwater comes in
“Fresh,” “Mountain Spring,” and even “Fresh HE Turbo Clean” for high efficiency
washers. You also have the choice of five sizes that range from 24 to 72 loads per bottle.
So yes, your pockets will stay green even after your clothes are cleaned, but you won’t be
complaining. Try Tide Coldwater Liquid Laundry Detergent and see how much you can
save!