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Tide for Men? C’Mon Man!


Pacific Design CenterTide has lost its way.

It’s not enough to be the dominant brand in laundry detergent. It’s not enough to have a brand name that is practically synonymous with laundry detergent.

Now they have to go and target men to sell more.

And why? Because the brain trust at Procter and Gamble running the brand for Tide Laundry Detergent and Fabric Care Products has run out of ways of saying “Tide cleans better than every other effin’ detergent on the market” (which is what I would say if I were in their cubicles).

For the first time in its 66 year history, Tide commercials feature husbands doing the laundry. Imagine that—men washing and folding clothes. What’s next? Vacuuming? Maybe so. It happens at my casa.

Allegedly men are spending two more minutes a day on chores than they did eight years ago—an average of 16 minutes a day. Which is a slacker pace compared to women who claim to spend 52 minutes of housework daily. But apparently enough to register as a trend with the marketers at Tide.

So what does Tide do to market to men? Go for sports. That’s the ticket! And go for manly sport like NFL football, not tennis. Following that thinking Tide throws a picture of New Orleans Saints quarterback Drew Brees on the label, names it Tide Plus Febreze Sport “with victory fresh scent”. Perfect. Anyone in marketing knows that’s the way to sell tonnage.

Guys, take a step back from the detergent aisle for a second. Do you really need a picture of Drew Brees on your laundry detergent bottle? Doesn’t he make enough money already? And, more importantly, if you’ve ever played sports – do you recall what victory fresh scent smells like? BO is the scent of victory or defeat.

If the gang at Procter and Gamble had consulted me I would have recommended they copy the Axe style campaign. Convince guys that the scent of clothes cleaned with Tide Laundry Detergent and Fabric Care Products is irresistible to women. Then I’d throw a picture of Sophia Vergara on the label and call it a day. From there I’d count the sales as the Tide flies off the shelves into the shopping carts of men because, according to a Consumer Reports study, 52% of fathers now identify themselves as the primary grocery shopper in their household.

Thanks to elder daughter for the heads up on this post.

4 Comments leave one →
  1. 12/12/2012 8:18 am

    Spot on! The other thing they could do is show how attractive men would be to their wives if they’re seen actually doing the chores…

    • 12/12/2012 9:40 am

      HB, you get the gold star for today! An informal poll of the gals says your idea works from their perspective.

  2. 12/12/2012 2:56 pm


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