ide, Procter & Gamble�s (P&G;) signature detergent brand that brought America their �Wash-Day Miracle� (a formula claimed by the company, that their products cleaned better than any other available in the market at that time) recently came up with �Swash by Tide� - for laundry slackers. Targeted at people aversed to washing clothes, which predictably comprises a huge chunk particularly youngsters, the message of this brand is clear and refreshing � �It is not just OK to wear unwashed clothes but in fact it�s encouraging�. By introducing this brand consisting of a bouquet of five products - dryer sheets, dewrinkling spray, stain removing pens, odour removing sprays and lint rollers - P&G; has come up with an effective alternative to washing clothes.

The brand positioning is aided by a campaign specially devised to test market the interesting product range. �Pop up Stores� have been set up in the vicinity of the Ohio State university encouraging visits from young people in particular. The visitors can smell a variety of pungent odours ranging from dirty laundry to stale beer spilled on carpets. The visitors are given demonstration of the products which are then used on the dirty laundry on display giving it a fresh and washed look. The campaign takes common cues from the lifestyle of youngsters. For instance �clothes on the floor, books in the cupboard sounds just right� is a tip on rewearathon.com which is a website designed to run a contest encouraging rewearing of clothes. The Swash parlour in addition to showcasing the brand is a place to do many interesting things. Nestled aptly between a tattoo parlour and a restaurant serving fried chicken this is an ideal hub for youngsters - complete with coffee bars and a cosy lounge - where people can watch DVD�s on a plasma screen. It is an extension of the brand philosophy that washing can be achieved easily between life�s pleasures. The campaign also stresses on the eco-friendly aspect of using these products. �SwashItOut.com� is a website where there is a section designed to profess the fact that re-wearing clothes as opposed to daily washing is a smart solution to water conservation. ... more