According to an article on MySanAntonio.com, "Tide is hoping to help the Latino community 'delete' the negative tags and share how it would like to referred to as in honor of Hispanic Heritage Month, according to the video’s description."
A simple yet effective campaign, my favorite portion is that you get to right what Latinos really are in the space that was washed away (the stereotypes). Cue the obvious "let me buy this product."
It's also important to point out this video shouldn't ONLY be intended for a white audience, it should be intended to all Latinos as well. Sometimes we stereotype ourselves; this doesn't shed a positive light to anyone. Hopefully Tide can keep spreading this awareness and not just during Hispanic Heritage Month.