Procter & Gamble will launch its newest version of Tide laundry detergent with a heavy advertising and promotional campaign and a tie-in with The Alliance to Save Energy.
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| P&G has 1 million samples ready |
Tide Coldwater—designed for washing in cold water—rolls out nationally in February with TV spots, promos and sampling, and in-store and online support.
Tide and The Alliance to Save Energy will collaborate on co-promotions, starting with the ColdWater Challenge that asks consumers to try cold-water washing and encourage their friends to do the same. A dedicated Web site, Coldwaterchallenge.com, tracks participation across the U.S. Consumers who request a sample of Tide Coldwater are added to the map; P&G’s goal is to garner 1 million participants.
Cincinnati-based P&G also will donate $100,000 to the National Fuel Funds Network, which works with state and local groups to help low-income families pay their energy bills.
The Washington, DC-based Alliance to Save Energy is a coalition of 90-plus corporations, and government and environmental groups. Two U.S. senators founded it in 1977 to cope with the 1970s energy crisis.
Tide Coldwater launches in two scents, Glacier and Fresh Scent, and sells for $7 for 100 oz. Boxes and bottles are blue, the first departure from Tide ‘s iconic orange packaging.
End-aisle and laundry-aisle displays will use balloons and posters to draw attention and extend the brand’s energy-saving pitch. P&G used innovative displays to launch Tide with a touch of Downy last year, putting pillows on store shelves to reinforce its softness positioning (Aug. 17, 2004 Xtra).
TV breaks in late January via Saatchi & Saatchi, New York City. Landor Associates, San Francisco, handles in-store demos.
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