Burrell Diversifies P&G Product Launch

NEW YORK Procter & Gamble is introducing a new product combining two of its major brands in Tide with a touch of Downy.

The Cincinnati-based consumer goods giant said the product is “poised to be the most successful launch for the Tide brand since the introduction of Tide with bleach in 1988,” and that it has committed “significant marketing weight with an aggressive and innovative marketing campaign.”

Marketing will include TV and print, from Publicis Groupe’s Saatchi & Saatchi, New York, and diversity marketing, from Publicis-backed Burrell Communications, Chicago. A 15-second teaser spot, “Stork,” broke earlier this month; 30-second spots will break in September. Newspaper ads in selected markets will be followed by a national print effort beginning in October

Diversity marketing efforts include a TV campaign launching in September with a 30-second spot, “Nostalgia Dad.” Two print campaigns to run this fall include a single-page ad in national magazines such as Sister2Sister and Jet, and double-sided inserts in Ebony, Essence and Vibe.

“We tested more than 125 Tide product ideas with consumers, and the concept of Tide with a touch of Downy received the highest response,” Julie Woffington, Tide brand manager, said in a statement. “This introduction is representative of a long line of consumer-driven innovations from Tide that take advantage of a new technology to leave a touch of Downy softness on fabrics.”

—Brandweek staff report