It seems that Tide has two new spokesmen for a set of new commercials who are Ice-T and former WWE star Stone Cold Steve Austin as they tackle Tide problems from celebrities such as Mr. T and Mark Messier and the men are known as the Cold Squad. It is unknown if these commercials are meant to promote a new kind of Tide or just new commercials. If the Cold Squad are hit superheroes for Tide Marvel better watch out because Tide might be their new competition
Bestie

Hi, Bestie! I have seen some of those commercials. They are very entertaining. It looks like Tide is targeting people who grew up in the 80's. They now have families and need to find a way to do laundry for their families at a lower cost. Pretty smart! I like tghe theme of "the cold callers" informing people how they can get their clothes clean wit cold water.
DTK