PR Time Machine: Turning the Tide on a Viral Challenge - P&G’s Response

If you’ve ever wondered what happens when a brand’s product becomes the center of a dangerous viral trend, Tide’s experience with the “Tide Pod Challenge” provides a cautionary tale. In early 2018, Tide Pods — colorful, single-use laundry detergent capsules — became the unlikely focus of a social media craze that saw teenagers filming themselves biting into the toxic pods for shock value. What began as a meme quickly morphed into a full-blown public health crisis, putting Tide’s parent company, Procter & Gamble, in the hot seat.

What Happened

Tide Pods were launched in 2012 as a convenient, pre-measured detergent option. However, their brightly colored, candy-like appearance eventually caught the attention of social media users, leading to jokes and memes about how they resembled candy. By late 2017, these jokes escalated into the so-called “Tide Pod Challenge,” a viral trend where people, mostly teens, filmed themselves attempting to eat or bite into the detergent pods and posted the videos on platforms like TikTok, YouTube, Instagram and Twitter.

While the trend may have started as a joke, it quickly spiraled out of control. Tide Pods contain highly concentrated laundry detergent, which is toxic when ingested, and soon the challenge led to reports of serious injuries and poisonings. Health experts, poison control centers and parents began sounding alarms as the viral trend spread, putting Tide in a dangerous position: a lighthearted internet joke had turned into a safety and PR disaster.

The Viral Nature of Crisis

The “Tide Pod Challenge” spread with incredible speed, thanks to the viral nature of social media platforms. Hashtags like #TidePodChallenge and #TidePods swept across Twitter, Instagram and TikTok, drawing in millions of views. Videos of teens biting into the pods racked up clicks, and although some were removed for violating platform policies, new content popped up just as quickly.

For Tide, the situation became a nightmare. Although they were not responsible for the viral trend, the brand’s product had become associated with a dangerous, and even life-threatening, challenge. While Tide Pods had long included clear warnings about their toxicity, the company faced a new challenge: how to handle a viral health crisis that was spiraling out of their control.

Tide’s Response

Procter & Gamble, Tide’s parent company, was swift in its response, recognizing that any delay could worsen the situation. Their crisis management strategy revolved around three key elements: public safety, direct communication with consumers and platform collaboration.

First, Tide launched a series of public service announcements and safety messages across its social media platforms. One of the most notable efforts featured NFL star Rob Gronkowski in a video titled “NO. NO. NO. NO,” where he directly addressed the audience, urging them not to eat Tide Pods. Gronkowski, known for his humorous personality, was seen as a relatable figure for the young demographic engaged in the challenge. The video was direct, to the point and leveraged a well-known figure to communicate a critical message.

In addition to Gronkowski’s PSA, Tide partnered with poison control centers and health organizations to emphasize the dangers of ingesting detergent pods. The company used its own social media accounts to directly engage with users, posting warnings and educational content about the dangers of the challenge. They also collaborated with social media platforms, encouraging them to take down videos related to the challenge and implement stricter content moderation policies to prevent the spread of dangerous content.

The Role of Platforms

The crisis was complicated by the role that social media platforms played in amplifying the viral challenge. YouTube, Instagram and Twitter, where most of the content was shared, found themselves under pressure to take responsibility for the challenge’s proliferation. In response, these platforms began removing videos of the Tide Pod Challenge and updating their community guidelines to explicitly ban harmful challenges that posed a risk to users’ health.

Although Tide was not at fault for the actions of the individuals participating in the challenge, the association between the brand and the dangerous trend was undeniable. Procter & Gamble had to walk a fine line between emphasizing the safety measures they had already put in place and ensuring the public that they were actively working to combat the spread of harmful content.

Lessons Learned

The Tide Pod Challenge offers a clear lesson in the unpredictable nature of viral trends. While Tide did not create the situation, the company was forced to navigate a PR crisis in which they’d been placed in the center of public and media scrutiny. This incident highlights the importance of swift, direct communication in crisis management, especially when a brand’s reputation is at risk due to factors outside of its immediate control.

Another key takeaway from the Tide Pod crisis is the importance of monitoring social media trends in real-time. The challenge spread quickly, and Tide’s rapid response was essential in mitigating further damage. In today’s digital age, brands must be prepared to react swiftly to emerging online trends, especially when public safety is involved.

Another important lesson is the value of partnering with influencers and trusted public figures. Tide’s decision to involve Rob Gronkowski in its PSA campaign was a smart move. He was someone who resonated with the young audience at the heart of the viral trend, and his clear, no-nonsense message helped spread the word that the challenge was dangerous. By using a relatable figure, Tide managed to cut through the noise and deliver an urgent message in a way that connected with their target audience.

The Tide Pod Challenge underscores the power of collaboration between brands and social media platforms. Although Tide could not directly control the content being shared, their proactive collaboration with platforms to remove harmful videos and restrict related content helped contain the spread of the challenge. Brands must maintain open communication with social platforms, particularly during crises, to ensure that harmful content can be addressed swiftly.

Back to the Present

As we look back on the Tide Pod Challenge, it’s clear that navigating a viral crisis in the digital age presents unique challenges. What started as a meme quickly escalated into a global PR issue, and Tide’s ability to respond quickly and decisively helped them mitigate the damage. In today’s world, where trends and challenges can emerge overnight, brands must be agile, vigilant and ready to respond when their reputation is on the line.

The Tide Pod Challenge serves as a powerful reminder that brands don’t always control how their products are perceived or used. However, through swift action, clear communication and collaboration, even a viral nightmare can be managed and contained. The key is being prepared, staying engaged and acting decisively when the situation calls for it.

Join us next time as we continue our exploration of PR’s past, present and future in our ongoing “PR Time Machine” series. Together, we’ll uncover more lessons and insights that can help PR practitioners navigate the complex landscape of modern public relations.