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

By Anna Sekula September 26, 2008, 9:00 AM EDT

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.

Although the focus was on Ramon and his styling, some decorative elements helped tout the new campaign. Echoing the information available on the brand's new promotional Web site (, tags attached to mannequins held style advice from Ramon, including phrases like “layer things on” and “make a color statement.” Elsewhere, branding consisted of bottles of Tide and Downy Total Care displayed behind the register, on tables, and in shelves across the store.

Over the next two months, the promotion will travel to Cincinnati, San Francisco, Atlanta, and Miami.

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