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 original 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, though Tide too is sold in several global markets including China, India and what are generally smaller international markets in Europe, Latin America and Asia (where it is sometimes marketed locally under Tide's colours, but with the name Ace or Vizir). Ariel is a different product, based on enzyme technology which dissolves stains normally resistant to normal detergents. This brand leads the assault in major European and Latin American territories. The two brands co-exist in only a handful of large markets (such as India, Russia and China). In most such cases, Ariel is positioned as P&G's higher priced brand, with Tide occupying the middle price band, and other, often locally acquired products as value brands. Combined global share is around 25%. Yet the US remains Tide's most important territory by far. Even with a brand that long ago reached maturity, and celebrated its 70th anniversary in 2016, P&G has continued to widen its lead over other manufacturers. Tide basic alone sells over $1bn a year in the US, and variants including Tide Simply Clean & Fresh, Tide Plus Downy, Tide Plus Febreze and others contribute around another $800m between them. US second-string brand Gain adds a further $580m, and there are also two other smaller detergent brands in Cheer and Era. Together the group's various brands and variants control more than 55% of the market. Shailesh Jejurikar, previously president of global fabric care, was elevated to group COO in 2021. His successor has not yet been named, but Sundar Raman is president, North America fabric care. Total sales from fabric care products (including softeners and additives) were $16.7bn in the year to June 2021, or 22% of the group's total, and as much as the next two segments combined.
Capsule checked 11th Auguts 2021
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
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Which agencies handle advertising for Tide? Find out more from the Account Assignments database.
Who competes with Tide? P&G's main rivals in US detergents are Main rivals are Henkel North America (now including the former Sun Products portfolio) with around 22% share and Church & Dwight with 17%. See Household Care Sector for other companies
Historical profile information for Tide
Adbrands Weekly Update 24th Jun 2018: Cannes Lions 2018: And so Cannes Lions 2018 draws to a close. Procter & Gamble totally cleaned up in the Film category, winning an extraordinary five separate Grand Prix, though four of them were all for the same campaign. No surprise about which campaign that was. Yes, 'It's A Tide Ad' from the Super Bowl won a separate Grand Prix in Film for each of its four separate mid-game installments. Of course the official winners were P&G and prodco Rattling Stick, who jointly submitted the entries because creative agency Saatchi & Saatchi New York was barred from entering because of the Publicis Groupe awards ban. And just to cap off P&G's achievement, a fifth top prize was awarded in Film to BBDO New York's admirable diversity-themed 'The Talk' ad, part of P&G's social responsibility program. Both campaigns have been featured here in the past as Ads of the Week.
Adbrands Social Media 19th Apr 2018: FRIDAY CLASSIC: Tide "Talking Stain" (2007). In recent years, Procter & Gamble has built up a reputation as one of the industry's more creatively adventurous advertisers. It hasn't always been this way. For years, the company was renowned for the dullness of its advertising, but this began to change in 2000 under new CEO AG Lafley, who faced the daunting task of turning the group around after dismal performance during the late 1990s. Better ads were high on his to-do list. [Story continues here]>>>
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.
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