brand strategy

P&G Looks to Wring More Value Out of Tide Brand With Lower-Priced Detergent

Posted by Dale Buss on September 4, 2013 01:52 PM

New/old CEO A.G. Lafley is beginning to shake things up at Procter & Gamble, and one of his most interesting first moves reportedly is to explore potential further value in one of the company's most iconic and lucrative brands: Tide.

One of the things that his predecessor/follower as CEO, Bob McDonald, did well was exploit the promise of Tide Pods, which he launched in early 2012 and which already are on their way to becoming another $1 billion sub-brand for P&G. Despite growing concerns and one reported death of kids poisoning themselves by mistaking the colorful Pods for candy, Tide has managed to grow quickly—and dominate—a laundry-detergent segment that it essentially created.

But Tide Pods—which recently debuted in new, opaque packaging to curb temptation from kids—are priced above regular liquid Tide. American detergent buyers have steadily drifted to bargain-priced products to do their laundry over the last few years in adjusting to a stingier "new normal," but even regular Tide has retained a price premium.

Now Lafley is pulling the lever on a lower-price gambit for Tide that has always made the company hesitant. He announced today at the Barclays Back to School conference in Boston that P&G plans to release a lower-priced, mid-tier detergent, Tide Simply Clean & Fresh, in February, according to an AP report that noted other Tide products launching in the first quarter.Continue reading...

brand innovation

Is Tide Killing the Laundry Detergent Industry?

Posted by Dale Buss on April 5, 2013 11:32 AM

Tide Pods seem to be very good for Procter & Gamble, but some observers believe they're killing the rest of the detergent industry.

Naturally, P&G seems quite happy with how the pre-measured Pods are gobbling up market share in the U.S. detergent business, with expected fiscal-year sales of $500 million this year meaning that Tide Pods are well on their way to becoming yet another of the dozens of $1-billion-plus brands in the CPG giant's portfolio.

Moreover, this is a segment that P&G invented, as AP has noted, taking "eight years, 450 product sketches, 6,000 consumer tests and hundreds of millions of dollars." Despite imitators, Tide essentially has the category all to itself so far, with a market share of about 75 percent of unit doses, drawing customers from rivals without the technology. No wonder P&G plans to take Pods to Europe in the coming months.Continue reading...

brand news

In the News: BMW, Pepsi, Kodak and more

Posted by Shirley Brady on January 5, 2012 08:50 AM

In the News

BMW projected to beat Mercedes-Benz for US luxury crown.

PepsiCo reportedly mulls layoffs and salary freeze to appease Wall Street.

Kodak bankruptcy report in WSJ slams stock price.

Apple hires Adobe exec to oversee iAds, threatens to sue company behind Steve Jobs doll and rises at Foxconn's expense.

Australia's Commonwealth Bank crowdsources customer ideas.

Arm & Hammer ordered to pull TV commercial criticizing cat litter competitor.

Audi's China sales outstrip Germany.

Boeing closes premier factory in Wichita.

Burberry is now the most popular luxury brand on Facebook, as YouTube, MTV and Coca-Cola lead in FB engagement.Continue reading...

brand news

In the News: Nike, News Corp., GE & more

Posted by Dale Buss on July 13, 2011 09:00 AM

In the News

Albertsons decides to keep self-checkout lanes.

Amazon seeks ballot measure to undo California tax.

Arm & Hammer woos cat-lovers.

BlackBerry owner RIM announces seven new smartphones, courts carriers feeling threatened by Apple and Google.

BMW cranks up its profit forecast.

Campbell takes new course as new CEO outlines strategy.

Carrefour sees its acquisition deal in Brazil fizzle.Continue reading...

in the spotlight

Apple Leads Brands Cringing Through the Casey Anthony Trial

Posted by Abe Sauer on June 9, 2011 12:30 PM

The sensational trial of Casey Anthony, the mother accused of murdering her 2-year-old daughter, has become the biggest media courtroom circus since O.J. It's also proving to be the most brand-laden trial since O.J. Simpson modeled gloves.Continue reading...

ad watch

Be Glad This Isn't a Scratch & Sniff Ad

Posted by Shirley Brady on October 8, 2010 12:30 PM

This quote caught our eyes in today's New York Times: "brands have not been compelled to spell out what Fluffy does in the litter box, and instead dwell on what the products do: reduce odor. Now, however, Arm & Hammer, which makes Multi-Cat and Super Scoop cat litters, is introducing a new variety, Double Duty, and to highlight its unique selling point, the brand decided there was no room for euphemism."

Yes, Arm & Hammer is now addressing feline species' feces with its new kitty litter and related commercial, above. Susan Logan, editor of Cat Fancy magazine, comments that while cat litter brands’ general odor-fighting claim is probably meant to suggest “they neutralize all odors,” the Double Duty approach “seems like a really good idea and something I would be interested in trying myself.” Abe Sauer's right; it is the silly season.

close of business

Around the Web: Weekend Warriors

Posted by Jim Thompson on March 26, 2010 07:04 PM

Heineken looks to brew a comeback. [AdAge]

British Airways takes tough stance on Union. [The Guardian]

Facebook considers revising privacy policy. [Mashable]

Arm & Hammer launches new gel detergent. [brandweek]

Sarah Palin brings personal brand to TV. [LA Times]

truth in advertising

Turning The Tide On Budgeting Consumers

Posted by Jim Thompson on January 8, 2010 04:33 PM

Tide is giving new meaning to cleaning. America’s best-selling laundry detergent wants budgeting consumers to know that clean clothes are not part of personal hygiene, but part of personal style.

That’s right. Like those shoes you are wearing.

As the economy sputters, the popular brand increasingly finds itself under assault from less expensive detergents such as Purex, Arm & Hammer, and All. Recession-weary consumers are closely monitoring their shopping lists and saving money wherever possible, including their laundry detergent purchases. But Tide wants them to know there is more to being clean than being dirt free.Continue reading...

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