• Brandweek, Monday, December 7, 2009 10:39 AM

The blurb for this story on Brandweek's homepage is certainly eye-catching: "Brand goes after (mostly young) consumers who are too indolent to do their laundry." Any brand targeting the indolent is a swashbuckling brand indeed.

With the tagline "Swash it out," the products -- a wrinkle remover spray, odor eliminator, stain-erase pen and moist dryer sheet that removes smells and wrinkles -- is more properly going after "young professionals and college students" who want to refresh and remove wrinkles from "previously worn" clothing without actually washing them. It is only available online (Amazon and Drugstore.com).

P&G is positioning Swash as more of a personal-care than fabric-care product, Elaine Wong reports, that allows Gen Yers to "care for their clothes, just like how they care for their bodies." It fits that modern lifestyle of "on the go, always being active and going from one part of your life to the next," says Tide North American associate marketing director Suzanne Watson.

Read the whole story at Brandweek »