Brand Packaging

USA > Tide

May 18, 2011


Looking to evoke a sense of nostalgia, Proctor & Gamble introduces limited-edition retro packaging for Tide, Bounce and Downy. Introduced in 1949 as a “washday soap,” Tide has since expanded into many task-specific formulas, including Tide with Bleach and Tide Coldwater, and has continued to remain a staple in American households. “[N]ow Tide customers can enjoy vintage packaging on the outside with today’s performance inside,” says Mark Christenson, Tide Brand Manager. The packages will be available at Target through June 10th.

Launch
May 22nd, 2011

Package design
Tide and Downy: Landor & Associates, www.landor.com; Bounce: Anthem, www.anthemww.com