How Tide cleans up with multicultural consumers

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Tide laundry detergent is the "most iconic" brand in Procter & Gamble's glittering portfolio, according to Marc Pritchard, Chief Brand Officer at the Cincinnati, Ohio-based consumer packaged-goods manufacturer.

And he believes that a particular source of strength for the brand, which first launched in 1946, is an undoubted popularity among Black and Latino shoppers, where Tide holds the number-one spot in its category. And that enviable position, in turn, r