“Tide's Charitable Makeover”
In the April 10, 2009 issue of Brandweek, Booz & Company Partner Paul Leinwand (North America) said Procter & Gamble’s redesign of its Tide detergent bottles, the most significant packaging change in the brand’s 60-year history, could create issues for the company on the retain end. “The problem with that is it’s just introducing a lot of complexities for the retailers,” Leinwand said, adding that shelf space in the detergent aisle is precious. The packaging is part of P&G’s marketing program to raise funds for disaster relief, and shows faces of real people Tide has helped. The new design is denoted by Tide “yellow cap.” Major retailers will carry the bottles through June 2009.