P&G takes innovation a step beyond co-branding with new Tide, Downy lines

Procter & Gamble is creating a new sub-brand for its Tide and Downy product lines that borrow ingredients from its beauty care lines that will result in clothes that stay fresh looking after 50 washes.

While P&G has co-branded in the past by adding Febreze to both of these products, they have taken a much larger step by marrying two of its largest business units – a move that’s organizationally difficult given their sheer size.

Kash Shaikh, a rep for P&G, tells Brandweek that “this is really the first time we’ve embraced this idea of elevating the category from fabric care to fashion care.”

P&G plans to spend $60 million on an advertising campaign for both products, compared to a total of $180 million on both brands in 2007.

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