Tide / Ariel: advertising & marketing profile

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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 detergent, and P&G's lead laundry brand outside the US.

Selected Tide & Ariel advertising

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

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Tide / Ariel


Procter & Gamble

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 12th Apr 2018: Not for the first time, Procter & Gamble is changing the nature of traditional marketing. Its CMO Marc Pritchard - who has in recent months been arguably the industry's most vocal evangelist for new marketing models - announced the launch of a new unit that will combine personnel from three of the agency groups P&G works with to represent its laundry portfolio in North America. The as yet unnamed agency - working title People First - will combine staff from Publicis-owned Saatchi & Saatchi, WPP's Grey and Omnicom's Hearts & Science and Marina Maher Communications. Saatchi New York's CEO Andrea Vasquez will lead the new business in addition to her existing role, and the new entity will be based out of P&G's New York office, with additional representation at its Cincinnati HQ. 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 $500m. Someone somewhere must have started taking bets on whether or not this experiment will work. No one has tried blending personnel from three rival groups before. The last client to try anything similar was GM. Its Commonwealth agency for Chevrolet started life in 2012 as a partnership between Interpublic's McCann and Omnicom's Goodby Silverstein. That lasted a year before McCann took full control of the project.

Adbrands Weekly Update 8th Feb 2018: Ads of the Week: "Every Ad is a Tide Ad". Super Bowl already feels like it was weeks ago, but at least one ad still deserves to be honoured. Though most of the best commercials had been seen several days in advance of the game, there were still a few surprises left on the day. The best by quite some distance was P&G's self-mocking promotional pastiche for Tide, from Saatchi & Saatchi. It may not have been quite as "meta" as last year's stain stunt, in which commentator Terry Bradshaw deliberately wore a stained shirt in the half-time chat, in order to cue in a pre-recorded ad later in the telecast in which he goes to get it cleaned. Instead, this series of spots with Stranger Things' David Harbour neatly skewered every ad stereotype going - including several of P&G's own - with considerable style and wit. The minute-long main ad was followed up with three more funny gags scattered throughout the remaining breaks. Here they are all together. The underlying concept, of course, is that every American ad that features clean clothing is by definition an ad for Tide.

Adbrands Weekly Update 25th Jan 2018: Procter & Gamble has managed to win over American consumers with its innovative Tide Pods laundry capsules, local sales of which now top $1bn. However, the product has become far too popular with some customers, and the group is struggling to find a way to counter this latest trend. Bizarrely, the brightly coloured Pods - which could resemble sweets to a child or an adult with half a brain - have taken a starring role in a startlingly dangerous internet craze, in which attention-hungry losers are posting videos of themselves on social media eating or even smoking them. US hospitals already treat thousands of children a year for accidentally ingesting detergent products, but few people could have predicted older and supposedly wiser consumers doing so deliberately for a dare or for comic effect. Needless to say, the effects of swallowing high concentrated and toxic chemicals aren't comic at all. In just the first two weeks of this year, 39 people were admitted to hospital after deliberately ingesting laundry capsules. P&G has launched a social media campaign starring NFL star Rob Gronkowski to warn against this behaviour, and has asked YouTube and Facebook to remove or block any future posts encouraging the activity.

Adbrands Weekly Update 13th Oct 2016: Ads of the Week: "Pool Party". When you're sharing items of intimate clothing that someone else has used, you *know* you want them to be as clean as possible. That's the underlying concept behind a great new set of spots from Saatchi & Saatchi NY for P&G's Tide. This one is especially good, with fine performances from all four actors. See our Facebook page for the follow-up and another ad.

Adbrands Weekly Update 19th Mar 2015: P&G's all-conquering Tide laundry detergent has a new competitor in the US. Persil is a familiar brand in Europe, where it is marketed by Unilever (in the UK and France) and by Henkel (in Germany and most other countries). Now, under the name Persil Proclean, it has arrived in the US in an exclusive partnership between Henkel and local retail behemoth Walmart, which is positioning the brand as a premium-priced competitor to Tide. That move is designed at least in part to redress the balance of power between the retailer and P&G, whose products otherwise dominate the laundry sector with as much as 60% market share. By providing a viable alternative, Walmart can regain some negotiating power with P&G over pricing and promotions.

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