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Tide Taps Into Final Season of ‘Stranger Things’

A new spin on 1987 'Letters To Tide' campaign.

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By: Christine Esposito

Editor-in-Chief, Happi / Rodman Media

Fans of Stranger Things will recognize Eleven’s pink dress.

Tide’s partnership with Netflix’s “Stranger Things” is in full swing now that the fifth and final season dropped on Netflix.

This last season of the show takes place in 1987, the same year P&G’s Tide launched its “Letters to Tide” campaign that featured real, handwritten letters from customers thanking liquid Tide for saving their favorite clothes.

To commemorate the shared timeline, Tide has put a “Stranger Things” spin on the 1987 campaign. In the new TV spot, Cara Buono, one of the stars of the show, tackles “Hawkins-level” messes with liquid Tide. It showcases the recently “boosted” formula of original liquid Tide.

Tide, in its 1980s packaging, appeared in in Season 1, Episode 2 of “Stranger Things.”

The series finale is scheduled for Dec. 31, 2025.

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