Tide: Product Context

Question 1

Who owns Tide?

Answer 1

• Designed specifically for heavy-duty, machine cleaning, Procter & Gamble launched Tide in 1946 and it quickly became the brand leader in America, a position it maintains today.

Question 2

When was Tide launched?

Answer 2

• 1946

Question 3

Who handled P&G’s accounts throughout the 1950s?

Answer 3

• The D’Arcy Masius Benton & Bowles (DMB&B) advertising agency handled P&G’s accounts throughout the 1950s.

Question 4

How did DMB&B support Tide?

Answer 4

• DMB&B campaigns for Tide, referring explicitly to P&G because their market research showed that consumers had high levels of confidence in the company.
• Uniquely, DMB&B used print and radio advertising campaigns concurrently in order to quickly build audience familiarity
  with the brand.
• Both media forms used the “housewife” character and the ideology that its customers “loved” and “adored” Tide.