Tide / Ariel: brand profile


Selected Tide & Ariel advertising

Tide is the world's biggest selling detergent brand, as well as Procter & Gamble's #1 brand in its core market, the US. Although Pampers outsells it globally, no other brand in the company's portfolio is as important in a single territory, or has been as significant historically. In fact the so-called "washing miracle", the world's first synthetic detergent, has been the main motor for the company's massive expansion since the brand's launch in 1946, leading its charge into other product sectors in the US, as well as around the globe. Stablemate Ariel is the worldwide #2 laundry detergent, and P&G's main brand outside the US. 


Which agencies handle advertising for Tide? Find out more from the Account Assignments database.

Who competes with Tide? See Household Care Sector for other companies

Subscribers only: Adbrands profile Account assignments and selected regional contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 20th Mar 2014: Market researcher IRI published its annual rankings of the most successful new consumer packaged goods launches in the US. Topping the list for 2013 were Tide Pods, with first-year sales of $325m. That was more than twice the figure reached by any other new launch. The nearest challenger - and also the top-selling food & beverage launch - was Dannon's Light & Fit Greek Yogurt with $145m, just ahead of Yoplait Greek 100 at $135m. Other food & beverage hits included Kellogg's Special K Pastry Chips (4101m), Tostitos Cantina Tortilla Chips ($100m) and Bud Light Lime-a-Rita ($97m). In the non-food segment, L'Oreal Advanced Haircare notched up $142m, followed by P&G's ZzzQuil ($121m), and Unilever's Vidal Sassoon Pro Series ($96m) and Clear Scalp & Hair Therapy (($93m). P&G had six of the Top Ten non-food launches in 2013. 


The Adbrands Profile of Tide and Ariel summarises the brand's history and current operations. Subscribers may access the following website links:

Tide / Ariel

Procter & Gamble 

Click HERE to subscribe to Adbrands.net and access the profile and website links


Adbrands.net. All rights reserved Mind Advertising Ltd 1998-2014