New Tide, Don’t Become New Coke

Articles
June 30, 2010

New Tide, Don’t Become New Coke

Tide, perhaps the most emblematic brand of Procter & Gamble, is about to have a makeover.

Tide, perhaps the most emblematic brand of Procter & Gamble, is about to have a makeover.

By later this summer, Tide Acti-Lift will be on store shelves – a new variety with three new unnamed ingredients designed to remove stains better and prevent stains, CFO Jon Moeller told the Cincinnati Enquirer.

To The Lempert Report, this could be risky business unless P&G comes clean to consumers about the contents of its mystery formula. We understand by law the ingredients don’t have to be listed on a detergent package. But we urge a common sense approach that lets allergy sufferers know they won’t risk their health if they use it, and lets ‘green’ consumers know they won’t be harming the environment if they use it.

There is likely a large body of consumers wondering ‘what are they doing to my favorite brand Tide.’ These loyal buyers also deserve answers, if not incentives to trial.

Changing a flagship brand doesn’t always bring success: Just ask Coca-Cola.

P&G is a brilliant company with many CPG emulators, but we feel brand equity could be harmed if P&G continues to cloak its ingredients. Especially in this economy, where value reigns and consumers have traded down from preferred brands in many categories, why introduce doubt about a classic winning premium brand?

According to the Wall Street Journal, Tide Acti-Lift won’t cost more. And a limited one-year test of Tide Basic, a lower-priced alternative, is over. Still, people aren’t in the mood for guessing games, and some just might be agitated by this approach