Just in time for the spring cleaning season, the two worlds of fashion and fabric care are colliding. Tide and Woolite, brands known simply for the mundane task of doing laundry, are now re-positioning themselves in this tough economy to target a new audience: the fashion savvy consumer. Part of this branding is to not only get the consumer to think of their brands as more than merely a laundry product, but as an effort to convince fashion buffs to think of their laundry products as a crucial part of their personal style. Laundry detergent as a "must-have fashion accessory?" It's brilliant! Tide Total Care has retained Tim Gunn as their resident fashion guru and Woolite has the ultra-fab Stacey London. As we mentioned in a post a few months ago, we'll be seeing many more collaborations this year to reach out further and to cast the net wider in an effort to drive sales during a time when consumer confidence is at an all time low.
With the economy's instability, consumers are becoming more thrifty in their spending. Tide and Woolite's latest marketing reflects this by positioning their products as a way to preserve the trendiest of clothes to make them last longer. Procter & Gamble's Tide Total Care detergent is promising to help "reveal the 7 signs of beautiful clothes," including shape, softness and finish. Along with the idea that fabric preservation is fashion savvy, they are dually promoting the line as a budget helper because clothes can be worn more often and dry-cleaning bills reduced. Even with the 60% increase in cost for the value, consumers may be more apt to spend a little extra on detergent to keep their wardrobe last longer. It looks as if Tide is trying to differentiate themselves in this low-cost market, especially to compete with brands such as Woolite. 
Woolite is launching their "Find the look, keep the look" campaign, which is an online manual for "Finding fashion and keeping it looking fabulous without breaking the bank." This online manual has 10 entrepreneurs with their favorite fashion items, including tips from Stacey London, about washing, drying and care tips using Woolite.
Despite how depressed our economy is, if it is good for one thing, it has to be the creativity that comes out of it. We're loving the way these two laundry care brands are getting consumers to re-think how they view them. What do you think? Will it be effective?
Posted by Angela Slowik on April 3, 2009 3:29 AM
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Comments (1)
I think this is an effective way to reposition the brands during a time when the economy is struggling so horribly. It reminds fashion and price savvy consumers that by spending a few extra dollars on detergent, clothing can last and look better in the long run.
As both companies implement these advertisements, they will gain a broader audience. Not only is this campaign effective because of the economic crisis we are in, but fashion lovers are bound to be motivated by these advertisements as well.
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Katie |
May 11, 2009 3:55 AM
Posted on May 11, 2009 03:55