P&G lets consumers trash Tide to Go on message boards.(Procter & Gamble Co.)

Advertising Age, December, 2006 by Neff, Jack

Byline: jack neff

What's a marketer to do when consumers say its cleaning product smells like puke? In P&G's case, the answer is nothing.

Some people have complained that Tide to Go stain-remover pens ruin clothes by leaving yellow spots and smell like vomit after a few weeks of use-and they've taken to Tide.com's message board to make those complaints.

"The odor is so bad it's embarassing [sic],'' said one message on Tide.com. "I had to just throw [the pen] out along with all my ruined clothes.''

More surprising is how the brand has responded: Not at all.

In what may be the best, or at least most extreme, example of P&G Chairman-CEO A.G. Lafley's "just let go'' philosophy regarding consumer empowerment, the company's...

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