P&G Concentrates on Tide Pods

Cincinnati — Procter & Gamble says its Tide Pods single-use pacs are a significant addition to the laundry care category, which has seen little innovation since liquid detergent came along in the early 1980s.Geared toward convenience, the water soluble, palm-sized capsules are backed by eight years of research and a reported (but unconfirmed by P&G) $150 million campaign involving TV, Facebook and in-store sampling. Christina Saunders, external relations manager, P&G Fabric Care, says development took several years. "Many major scientific breakthroughs were needed to change the laundry process. The way Tide Pods clean clothes is similar to that of traditional liquid Tide. But chambers separate technologies, maximizing performance. Tide scientists also had to develop a film that would dissolve in all temperatures."Part of P&G's premium Tide portfolio, the Pods hit stores in February after a five-month delay because of a production issue. P&G had not set up its manufacturing process to the degree that was needed and was unable to meet a demand that was greater than anticipated. "We have been increasing production rates and adding new production over time," says Saunders.Tide Pods detergent is twice as concentrated as Tide 2X detergent, containing just 10% water. Ingredients are housed in three chambers within the pod because, with water removed, interaction during shelf time would impede performance. The pod is encased in a special film that dissolves in hot or cold water, releasing the concentrates, says Saunders. Pods come in several scents and package sizes.Tide Pods is not P&G's first single-use product. Previous introductions included a single-use dishwasher detergent and, in 2000, Tide Rapid Action tablets. But, Rapid Action did not always dissolve properly, and packaging failed to convey benefits. Consumers confused Rapid Action with powders, says Saunders. Tide Pods, in contrast, are packaged in clear, fish bowl-like containers.In developing Tide Pods, P&G conferred with more than 6,000 consumers. Many were frustrated with the time and effort laundering required and with each load's unpredictable results. After using Tide Pods, 97% were satisfied, says Saunders.The target consumers are busy people for whom convenience trumps price. The Wall Street Journal reported that Tide Pods cost about 25% more than conventional laundry liquids. (Walmart sells 72-count Tide Pods for $17.97.) Pods are also easier to carry to laundromats than liquid. And many shoppers are familiar with single-use cleansers from the dishwashing category.Tide Pods was initially slated for release in September 2011, and competitors Henkel (Purex), Sun Products, Church & Dwight (Arm & Hammer) and Dropps have since unveiled similar products.P&G's TV campaign launched in February during the Oscars. Dubbed "Pop In, Stand Out," the TV spots go beyond the muddy kid scenarios that typify this category. Techno color graphics are inspired by the work of four pop artists, including a remixed version of "Pop Goes the World," a 1987 song by Men Without Hats. Ads invite consumers to "pop" the product into the washer and experience "stand out" clean results.P&G is offering 500,000 free samples via Facebook. Saunders says Tide has more than 2.7 million Facebook fans. "Tide has a very engaged, loyal fan base. We wanted to give them the opportunity to try Tide Pods first." A limited number of samples were also available at Tide.com.In-store, P&G is supplying samples and shelf talkers. Saunders declined to specify particular retailers, but the product can be found at Walmart, Family Dollar, CVS/pharmacy, Target and Costco.Additional support comes from print ads and public relations. Partners include Saatchi & Saatchi X, Springdale Ark. (creative and digital); Burrell Communications, Chicago (African-American creative); Conill (Hispanic creative), Miami; Starcom MediaVest Group, Chicago and New York (media buying); DeVries, New York (public relations); The Integer Group, Denver (in-store); and Landor Associates, San Francisco (packaging).Saunders expects single-use laundry products to account for 30% of sales in the category over the next decade. She says the popularity the products already have in Western Europe will spread to the United States.

P&G Concentrates on Tide Pods

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