Tide: Leading With Their Good Foot

From Brandweek, 4/10. “Procter & Gamble has redesigned its Tide detergent bottles, as part of a cause marketing program to raise funds for disaster relief. The packaging change is the most significant in the brand’s 60-year history.”

Tide is going crazy for doing “good.” From their ads, to their social media experiments, it’s one of P&G’s biggest brands, and they have seen the future.

Their societal (“cause”) sub-campaign called “Loads Of Hope,” has begun wagging the dog.

Saatchi and Saatchi is the agency. Read the whole Brandweek story HERE.

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