Most people simply don’t have to do laundry that often, and Tide has worked really hard (with Tide-to-Go) to make sure people don’t do it more, and that when people do it, it can be pretty painless (Tide Pods). But that causes a problem: Why would you discourage people from thinking of your brand daily?
Bring in marketing freebies: A tide calendar, perhaps, to remind people of laundry tips and tricks while checking what they have for the day. I really like the idea of a Tide-based rewards system, similar to a mycokerewards style system where the more you use the better the rewards. It would make people think more about it because there would be steps to make sure you collected something that is basically free.