Why pay more for a premium brand of a commodity product?
Tide is striking a nice balance between design and economics. According to Stuart Elliott’s NY Times write up of this campaign, the strategy is something like “taking care of your clothes makes more sense than buying new ones.” Which might be why the “Style is an option. Clean is not.” tagline almost seems to contradict the fun and fashionable look of these ads. But I think the ads work because they convey the message that “Tide helps you look great.” (I grabbed the "mismatch" ad from AdPulp.)