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News Archive for Tide

NEWS 09.26.08 9:00 AM

P&G Continues $60 Million Fashion-Focused Campaign With Ann Taylor Partnership

P&G's promotion at Ann Taylor Loft
Photo: BizBash

Procter & Gamble is continuing the roll-out of its new fashion-centric marketing strategy for its Tide laundry detergent and Downy fabric softener brands, a national promotional campaign that launched in August. Yesterday, as part of the push, the Cincinnati-based corporation used its partnership with Ann Taylor Loft to create a consumer event, which focused on washable apparel from the retailer's fall line. Held at the flagship store in Times Square, the collaboration enabled 50 customers—offered on a first-come, first-served basis—to meet with Jorge Ramon and receive personalized style tips from the stylist and former fashion director of Teen People. MORE >>

Procter & Gamble, Tide, Downy, Ann Taylor

EVENT REPORT 08.27.08 3:21 PM

Tim Gunn and Models Help Launch P&G's New Campaign

Procter & Gamble's fashion-focused launch
Photo: aliceandchris.com for BizBash

Procter & Gamble launched its new Tide and Downy Total Care detergents last night under the orange glow of the Empire Hotel’s neon sign. Some 125 guests packed the hotel’s rooftop pool deck overlooking Central Park for the kickoff of the company’s $60 million fashion-centric marketing campaign.

“This is our biggest product launch ever,” said Kash Shaikh, a spokesperson for P&G. “We’re transforming fabric care into fashion care by promoting the idea of looking good by taking care of your clothes.” And to elevate the concept of fashion care, P&G has enlisted a host of stylists and so-called fashion experts to market the new lines. Project Runway's Tim Gunn will dole out fashion tips online, and June Ambrose, Jorge Ramon, and Charla Krupp will be featured in other advertisements.

All of the fashion advisers were on hand for the event, as were designers Laura Bennett and Cristina Ehrlich. The group produced a mini fashion show featuring Wihelmina models wearing fall trends. Several laminated plaques bearing each stylist’s trend picks for the fall lined the front of the catwalk. MORE >>

Procter & Gamble, Tide, Downy

NEWS 08.26.08 12:20 PM

P&G's New Marketing Campaign Billed as Biggest for Tide Brand

Tonight at the Empire Hotel's rooftop, Procter & Gamble will debut the new Total Care laundry detergent and its fashion-focused marketing strategy, in what some are calling the biggest product launch for the Tide brand. According to the Associated Press, the Ohio-based corporation is introducing a $60 million campaign for Tide and fabric softener Downy, tying the products more closely to lifestyle and fashion.

The BMF Media-designed event includes Tim Gunn, June Ambrose, and Cristina Ehrlich among its list of guests. Gunn and influential stylists such as Jorge Ramon and Charla Krupp will appear in online videos (found at dresstothesevens.com), reaching out to a different demographic to promote Total Care and how it can help maintain the color and shape of garments. The marketing plan also centers around the product being a more budget-friendly alternative to dry cleaning. MORE >>

Procter & Gamble, Tide, Downy, Pantene, Ann Taylor

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