A study from PackagedFacts. This type of personal appeal is apparent in the marketing for an increasing number of niche detergent products, such as alternative detergent forms like tablets and teabags, eco-friendly detergent, and allergen-free products.
We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. Overall, category sales fell 2. This is a textbook example of the power of innovation: Now, consumers are paying more for a better Tide product.
No wonder its competitors are mad. Many consumer product categories rely on consumer overuse or misuse to deliver sales-volume goals. Some do so explicitly, like those big openings on toothpaste tubes they used to be far smaller and marketing imagery that shows the stuff applied to toothbrushes like cake frosting, or directions on shampoo bottles telling users to wash their hair twice.
There are also the implicit instances, from there being no truly "small" size for soda pop at movie theaters and car speedometers that range far beyond legal limits, to mobile phone plans that make it all too easy or impossible to stop overuse of calling and text minutes.
Laundry detergent falls into this latter category, especially as manufacturers have been distributing concentrates to cut shipping and display costs and reduce waste, to be fair.
People end up using too much of it. Like other instances of improper use, brands are supposed to shrug it off as "consumer choice" and cash-in the added sales. But providers of goods and services are not without culpability, and to suggest otherwise is, at best, dishonest.
The fact that so many brands willfully ignore it contributes to the underlying unease if not outright distrust people have for businesses these days.
Corporate reputations are in the tank, and brand loyalty is often a fleeting moment in time, despite all of the engagement and relationship-building that brands purportedly deliver online.
Consumers "get" itwhether overtly or not, and my bet is that Tide can sell more product for a longer time by encouraging its proper use. The brands that rely on improper use can complain all they want. Successful innovation and differentiation require truth.
You can follow him on Twitter:No brand can really be a consumer's "friend" unless it tells the truth, and that's what the marketers behind Tide Pods decided to do, and why it's paying off.
Marketing Strategy: Tide Detergent. Topics: Marketing, Social media tactics drive real customers, increasing traffic to the website, capturing qualified leads and making sales. Targets customers must be aware of the products and its benefits. As Tide turns 60 in Canada this year, strategy examines the research- and innovation-driven path that has kept Procter & Gamble’s signature brand ahead of the pack.
When Procter & Gamble first launched Tide laundry detergent, no one anticipated the impact it would have – not only on the detergent industry, but on a broader scientific scale. This unprecedented strategy was tested successfully with P&G's widely acclaimed Tide campaign for this year's Super Bowl, overseen by a similar cross-industry team.
It will now take charge of creative, digital, media and PR for Tide, Gain, Lenor and other brands with combined spend of over $m. Tide, the first heavy-duty synthetic detergent, was not just a new product, but a new kind of product.
It was based on synthetic compounds rather than natural products. Although initially targeted for marketing in areas of hard water, synthetic detergents—with Tide ® in the lead—soon displaced traditional soaps throughout the United States.
The first results of consumers using fixed, "proper" doses of Tide Pods. laundry detergent are in. Overall, category sales fell % in the 12 months to .