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Thrift Is In Fashion In New Tide, Downy Ad Campaign

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The Associated Press

Published: August 26, 2008

CINCINNATI - The Procter & Gamble Co. is linking laundry to fashion in what's billed as the biggest product launch yet for its venerable Tide brand.

Fashion mentor Tim Gunn of reality TV's "Project Runway" is among those involved in marketing the new Total Care products that P&G says draw on technology from its beauty products to let clothes keep their shape, color and appearance of newness longer through repeated washing.

The $60 million marketing campaign for the Tide detergent and Downy fabric softener products includes a tie-in with Ann Taylor Stores Corp.'s Loft unit and ads in such magazines as Elle, Vogue and Cosmopolitan, spokesman Kash Shaikh said.

It's an example of how P&G is banking on big-brand innovations to overcome a trade down-minded U.S. consumer economy, with the company promoting the line as a budget help because clothes can be worn more often and dry-cleaning bills reduced.

"We are trying to drive some value: Clothes, in simple terms, look good longer," said Alex Tosolini, a vice president for Fabric Care.

It's sort of an anti-aging line for clothes, using ingredients derived from Pantene hair products and Olay skin care, among others, the Cincinnati-based consumer goods company says.

Helping open the campaign is a Tide Web site featuring Gunn of Bravo's "Project Runway" and "Tim Gunn's Guide to Style" shows. He offers tips in online videos and will be in other ads, as will such fashion advisers as Jorge Ramon, June Ambrose and Charla Krupp, Shaikh said.

In September, promotions including samples will begin in Loft stores across the country.

Julie Smart, who handles most laundry duty for a family of six in Jacksonville, said she's intrigued after seeing online promotions for Tide Total Care.

"It makes sense," she said. "Then you use less time shopping, less time driving, less aggravation. Overall, you would spend less money."

P&G officials have said offering new versions of major brands will help offset tendencies by consumers to look at lower-priced private label brands and other competitors.

Tide, a brand more than six decades old with annual sales of some $3.3 billion, this month also rolled out a smaller, lipstick-sized version of its Tide to Go carry-along stain remover. In another example, Crest toothpaste is ready to launch in September a "weekly clean" paste meant to offer a dentist's office-clean feel.

STYLE GUIDE

THE PRODUCTS: Procter & Gamble's new Total Care line of Tide detergent and Downy fabric softener is hitting stores this month.

THE PITCH: The company says the laundry products draw on technology from its beauty care division to help clothes keep their shape and color longer through repeated washing.

MAKE IT WORK: Reality TV fashion mentor Tim Gunn offers tips on a Tide Web site, and a $60 million marketing campaign also will include a tie-in with clothing chain Ann Taylor's Loft stores and advertising in such magazines as Elle, Vogue and Cosmopolitan.

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