What would Mother say?

After attempting to launch a gen y-geared web series that has faced fast opposition, P&G's Tide is back with another college campaign.

Instead of following the online web drama route, the campaign consists of a new sub-brand, a pop-up store in Ohio State territory, and a microsite.

The campaign seeks to persuade students not to do their laundry and promotes Tide products — such as stain-removing pens and odor-removing sprays — under a new umbrella called Swash, "a sort of megabrand for laundry slackers," according to Advertising Age.

Just off Ohio State's campus, a Swash pop-up store offers students a range of non-laundry activities: A coffee lounge outfitted with plush pillows, and a plasma TV playing DVDs all day.

Meanwhile, rewearathon.com, the campaign microsite, is holding a contest to see how long students can "rewear" their clothes, which is already enjoying the more frightening repercussions of success: some students claim to be on day 12.