Throughout the Marvel Cinematic Universe (MCU), collateral stains are a way of life. And, in the highly anticipated Marvel Studios’ “Captain America: Brave New World,” in theaters February 14, everyday people in the MCU sometimes have to face clouds of dirt, spilled coffee and guacamole stains that occur by virtue of being courtside to action-packed superhero moments. That’s why Tide® , America’s #1 trusted laundry detergent*, has joined forces with the film to show how the biggest stains in the universe demand the most powerful clean – in any universe.
In Tide’s new “Collateral Stains” campaign, the brand is spotlighting everyday people in the MCU that encounter these stains, and showing how they bounce-back and get the most powerful clean – in any universe – thanks to new Tide Oxi Boost Power PODS.
“Saving the world can get pretty messy,” said Holly Frank, Walt Disney Studios VP, Partnership Management and Operations, Marvel. “We’re thrilled to be collaborating with Tide to highlight everyday people in the MCU – and their ‘Collateral Stains’ – in the middle of our most messy and awesome action in ‘Captain America: Brave New World,’ and other fan-favorite and upcoming Marvel titles.”
And, for the first time ever, fans will get the opportunity to experience “Captain America: Brave New World” as if you were living in it – through an exclusive, 5D “Collateral Stains Screening,” on February 13th , brought to you by Tide.
“No one in the Marvel Cinematic Universe is immune to the stains that occur from epic battles of superhero proportions,” said Alex Perez, Vice President for North America Laundry at Procter and Gamble. “We’re thrilled to join forces with ‘Captain America: Brave New World’ to bring these collateral stains to life to show how the biggest stains in any universe can only be cleaned by Tide, the most powerful clean in any universe. So whether you’ve spilled your morning coffee or get Hulk-sized stains on your way home, Tide has you covered.”
Fans of “Captain America: Brave New World” can venture beyond the screen via Tide’s immersive “Collateral Stains Screening” experience, where attendees will get the chance to be one of the first to see the film. The catch? The audience will get to watch the movie all while experiencing collateral stains as if they were on the periphery of the action. Captain America makes a grand entry and stirs up some dirt? The audience gets dirty too. Epic battles lead to muddy stains? Attendees will also get mud on their clothing. To enter for a chance to be part of this exclusive screening, fans must comment on one of Tide’s select Instagram posts using #TideSweeps for a chance to win. Time to be confirmed prior to the screening. Visit www.Tide.com/CollateralStainScreening for more information.
The screening will take place on Thursday, February 13th at Zero Space in Brooklyn, NY.
Tide is also giving everyday people in the MCU affected by collateral stains the superhero treatment by featuring them in creative content that will live across TV and social. And now you can be a superhero and defeat your own collateral stains with Tide’s Ultra Oxi Boost Power PODS:
- Tide Oxi Boost Laundry Pods have 2X Oxi power*, which means it’s the best stain removal POD and clothes come out looking and smelling clean.
- Tide Power PODS Laundry Detergent delivers the most powerful clean available in a laundry pod.
- Simply toss Tide Power PODS Laundry Detergent into the wash before laundry and watch it wipe out stains including ketchup, dirt, and BBQ sauce without any pretreating.
- The product will officially be available for purchase starting January 2025.
