What have I deciphered about Tide’s brand? I found that Tide’s brand is a promise- a promise of clean clothes is a promise of home. I designed a life skills outreach for Tide to go along with their excellent disaster relief efforts.
The Tide Fund would work in two settings: high schools and halfway houses.
a) In high schools–
Recently, many high schools are introducing life skills classes to help actually prepare students. (I graduated with the ability to predict values on a normal distribution but without the ability to balance a checkbook.) Why not stem the flow of high schoolers who go off to college without any idea how to do laundry by having Tide put free detergent and inexpensive washing machines in their high schools? Laundry is a required life skill- we all wear clothes! Hook these students up with some free Tide on their way out of high school and send them off with good wishes and an Easy A. (And Tide could continue to increase its market share.)
b) In halfway houses–
Now high school is where most people in America begin their foray into independence, others have a rough start. What could be better for the tide brand than instilling in people who want to be reintroduced to the world that Tide equals home? Do a similar education program as with the high school in halfway homes, low security prisons, and juvenile detention centers across the country. Make Tide a part of their recovery and they’ll associate it with the time they became proud of themselves again- lifelong customers.
Doing good things can represent the trust I find in the Tide brand- and it wouldn’t be to bad of a marketing scheme.