Procter & Gamble is launching what it is calling the largest laundry innovation in over a quarter-century with Tide Pods: a highly concentrated SKU of Tide that comes as liquid-filled detergent
tablets that will be available in September. The $150 million push includes limited "pre-seeding" sales and sampling starting this summer to build buzz. The company has told retailers that the tabs
could take 30% of the $6.5 billion U.S. laundry market. Publicis Groupe's Saatchi & Saatchi, Digitas and Starcom MediaVest Group handle advertising, digital and communications planning, and media
buying, respectively, for the brand.
Read the whole story at Advertising Age »
