To launch Tide Oxi Boost, Tide’s most powerful stain fighter yet, the brand teamed up with Marvel, not to focus on the superheroes, but on the everyday people left cleaning up their messes.

The idea came to life with the Collateral Stain Screening, a first-of-its-kind interactive movie experience where fans were stained, splattered and soaked alongside the film’s biggest action scenes.

Fans immediately shared the experience, and within days, Tide Oxi Boost sold out at its largest online retailer while the work became the most-shared campaign in Tide history.