Tim Gunn Helps Tide “Make it Work”

by nicole ~ August 26, 2008

In a previous blog I discussed the stimulus burrito and other means restaurants are using to keep business afloat during tougher economic times. While consumers are definitely tightening their purse strings, according to this Reuters Blog , only about 1/3 of people surveyed in a recent study by retail consulting firm Precima said they were trading down and purchasing generic brands. While the numbers of people trading down are still low, big brands are turning their creative wheels to come up with new ideas.  Proctor & Gamble’s Tide brand is no exception.

According to this story in AdAge, the Tide brand is simultaneously testing the waters of dry cleaning, and non-cleaning. What is interesting about their plan is that it actually steers people away from traditional at-home clothes washing and enlists the help of a highly recognizable fashion icon.

According to the article:

“Tide is branching into dry cleaning, fashion and more as it looks to innovate in new areas amid an economic downturn and changing consumer demands regarding laundry.”

In addition to its dry cleaning launch, Tide is also testing a new youth-targeted line called Swash.

“Swash, a lineup of products to freshen up, de-wrinkle and remove stains from clothes without actually washing them, is rolling into several Lexington stores, including Wal-Mart, Target, Kroger, Walgreens, Family Dollar and Bed Bath & Beyond. Since the Columbus store closed last year, Swash products have been available only online at SwashItOut.com.”

I think these are both great ideas, and as someone who hates hauling everything to the Laundromat, I’m always trying to extend the wear time of my clothes a little bit longer.  While the article says Tide will be giving out free samples at Ann Taylor Loft, I wonder if they’ve thought of college campuses, as this seems like it should really be their target demographic for the Swash line.

Aside from the new product and service lines, what’s even more interesting to me is Tide’s new spokesperson, Project Runway’s Tim Gunn. On http://www.dresstothesevens.com/ Tim offers both fashion and laundry commentary to consumers who wish to improve their style and preserve their clothes. While most people associate Mr. Gunn with fashion design and Project Runway, here he addresses the average consumer who may not need to dress to the “nines” but instead the everyday “sevens.”

While I think Tim Gunn is an excellent choice, I’m not sure how Tide is directing people to this site. I hadn’t seen or heard of it before reading the AdAge article today. Perhaps this has something to do with my DVR habit and skipping TV commercials…but topic for another post.

Nicole Amato is an Account Executive at Mediashop PR and a graduate of Northeastern University with a BA in Journalism.