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Industry: Email Alert RSS FeedP&G preparing for new Tide approach; emotional appeal of laundry to replace performance claims in ads. (Procter and Gamble)
Advertising Age, January, 1998 by Sloan, Pat
The new commercial for Procter and Gamble's Tide will focus on the emotional issues governing clean, fresh laundry rather than the detergent's performance. This new 30-second commercial will air on the 1998 Super Bowl's pre-game show and feature former athlete 'Buzz' Nitschke. Saatchi and Saatchi Worldwide is the advertising agency for Tide.
Procter & Gamble Co., preparing a massive campaign and new creative approach for Tide detergent for the second quarter, appears to be signaling its coming approach in a transition spot.
The new commercial breaks on a surprising new venue for Tide -- the Super Bowl pre-game show.
The spot shows no housewives and does not include the top-selling brand's current tagline.
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