P&G Takes Tide To Go to Martha Stewart
Procter & Gamble wraps up an online sampling blitz for Tide To Go just as the brand appears tonight on The Apprentice: Martha Stewart.
This is the first Apprentice cameo for Tide To Go, a detergent pen that P&G launched in May with heavy TV support and print, outdoor and theater ads via Saatchi & Saatchi. P&G promises a “big announcement” during tonight’s show, using e-mail blasts to drive viewership.
Tide To Go’s online sampling push, presented as an online sweeps, asks consumers to enter online at Tide.com (giving name, address, e-mail address and birth date); a random-draw will award a Tide To Go pen to each of 10,000 winners.
Online marketing has been a cornerstone to the launch of Tide To Go, designed to build word-of-mouth with online-only pre-sales (March to May) and a slate of promos including an essay contest with Woman’s Day magazine that garnered 1,500 entries and awarded a grand-prize trip to Hilton Head, SC.
