To launch Tide Oxi Boost, the brand's most powerful stain fighter ever, Tide partnered with Marvel, not to focus on the heroes you know, but the regular people who live in the Marvel Universe and have to deal with the messes the heroes leave behind. To bring this idea to life, Tide created the Collateral Stain Screening, a first ever interactive screening where fans could experience the messes that happen during the film’s iconic action scenes. The screening was held the day before the film was released and fans immediately shared videos of themselves getting stained, splattered and soaked. Within days, Tide Oxi Boost sold out at its biggest online retailer and the campaign became the most shared campaign in Tide history.