MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.
Marc Pritchard, Chief Brand Officer at P&G, discussed the appeal of the company’s “most iconic” brand during a session at the Association of National Advertisers’ (ANA) 2017 Multicultural Marketing & Diversity Conference.
“Tide is one of our best examples of inclusive and multicultural brand-building,” he said. (For more, read WARC’s in-depth report: How Tide cleans up with multicultural consumers.)
“It promotes diversity and inclusion with positive portrayals of multiple genders and races. It reflects insights from people in different life stages, from millennials to growing families. And it celebrates unique aspects of American culture, like music and sports.”
As evidence, he cited a series of ads featuring doting fathers, multi-generational families, soccer fans, mothers and daughters, and more – with each spot reflecting the brand’s focus on inclusivity.
Elaborating on this theme, Pritchard reported that it was vital for the brand’s ads to retain a common look and feel, while also ensuring Tide’s broad audience was represented.
“The advertising paints a diverse mosaic on a broad creative canvas, reflecting people from different walks of life, yet with a consistent expression of the brand’s core idea, ‘If it’s gotta be clean, it’s gotta be Tide,’” he said.
“Every ad looks and feels like Tide, with iconic assets such as the Tide bullseye, while expressing unique points of view across the rich tapestry of American culture.”
Not only is Tide the leader in its category, but the brand saw growth of two points in the last year. It is, additionally, the number-one player in its sector with millennials – “the most multicultural group in the country’s history,” Pritchard said.
“It’s also the most popular among every individual multicultural group. Tide is number one among Blacks, number one among Latinos, number one among growing families, and number one among boomers,” he added.
Data sourced from WARC