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

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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 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.

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 ($101m), 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.

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