Case Study: Tide repositions as the business account for leaders with Sidekick Studios

Tide launches UK-wide TV and outdoor campaign with Sidekick Studios

Sidekick Studios was hired by Tide, a business banking platform, to address a key challenge. Tide had evolved beyond its initial startup-focused positioning and needed to reposition itself to appeal to more established business owners. The goal was to shift the brand's messaging from highlighting product features to emphasizing the core benefit it provides: giving leaders more time to focus on running their businesses.

To meet this challenge, Sidekick Studios developed and executed a UK-wide television and outdoor advertising campaign. The solution championed real business owners and leadership, using heroic framing in outdoor creative and a TV commercial that showcased authentic moments of building a business. Sidekick Studios ensured campaign consistency across all channels by creating a full set of brand guidelines. The campaign successfully repositioned the Tide brand to resonate with a more mature audience of business leaders.

Tide