How Tide cleans up with multicultural consumers

Stephen Whiteside

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, rests in no small part on advertising that actively champions diversity, and has moved well beyond the stereotypes that were once pervasive in the laundry sector.

"Tide is one of our...

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