Tide launches grassroots drive for its new detergent

CINCINNATI: Procter & Gamble has launched a PR push for its new Tide Coldwater laundry detergent stressing the energy savings consumers can get from washing clothes in cold water.

CINCINNATI: Procter & Gamble has launched a PR push for its new Tide Coldwater laundry detergent stressing the energy savings consumers can get from washing clothes in cold water.

The campaign, being handled by Fleishman-Hillard, includes a partnership with the Alliance to Save Energy and a $100,000 donation to the National Fuel Funds Network (NFFN), a group that works with fuel assistance programs across the US.

"There is a strong grassroots element to the PR strategy," said Randall Chinchilla, external relations manager for Tide.

The upcoming P&G-Gillette merger isn't expected to affect the campaign.

A website, www.TideColdwater.com, encourages consumers to take the Coldwater Challenge, offering them samples of the new product and urging them to use it in cold water.

A site map invites people to register for the challenge and tell friends to do so. They can return and see people registering as a result of their recommendation. "It keeps people coming back to the site," Chinchilla said.

Tide hopes to reach 1 million people with its challenge. In the first two weeks the site was active, 80,000 people signed up.

Tide Coldwater is the latest line extension P&G has introduced for the brand. Last year, it unveiled Tide with a Touch of Downy, also working with Fleishman for PR.

Both the Alliance and the NFFN are promoting the challenge with website links.

The Alliance decided to partner with P&G in order to reach a broader audience with its energy conservation message, said Rozanne Weissman, marketing and communications director.

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