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

By Anna Sekula August 26, 2008, 12:20 PM EDT

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, 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.

Aiding this advertising push is a collaboration with Ann Taylor Loft, which, according to WWD, focuses on the washability of clothes in the Loft collection, and how the technology behind Total Care—similar to that used in products from Pantene's hair care line—will also preserve the texture of fabrics. Ads touting this partnership are to appear in a variety of magazines, including Vogue, People, Good Housekeeping, and Martha Stewart Living.

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