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.

Thanks to Griffin F for this one.

A Few Nice Sentences From Brandweek Lately

“Giving back has become a trend for marketers, including Starbucks, Kellogg’s Frosted Flakes and others that have centered their message around helping the community.” – 3/25/09

… “a perfect example of that rare and optimal occurrence when a company can creatively market itself and help local governments and everyday Americans across the country.” – 3/25/09

… “a growing field of brands placing the community at the forefront of their marketing messages. Kellogg’s Frosted Flakes, Starbucks and Scholastic, in conjunction with FAO Schwartz, are just the latest …” – 1/31/09

“A focus on the community ‘is in the air,’ … Community service is bigger than green.” – 1/31/09

… “they (consumers) are asking themselves, ‘What am I passionate about in life? What is going to be meaningful to me?’ said Chip Walker, head strategist at Strawberry Frog” … - 1/31/09

Take a peek at this short, cool BrandWeek article HERE.