Saatchi Helps Launch Tide-Downy Combo

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.