Yes, we've heard of point-of-purchase advertising, but point-of-pain? That's what Procter & Gamble's Tide Coldwater brand has relied on since the energy-saving product launched in January of 2004.
Tide Coldwater inserts ad messages about the product into heating bills across the country. "Consumers really have an interest in ways they can easily save on their energy costs," says
Randall Chinchilla, Tide spokesman. "We want to reach consumers where they are most receptive to our message," he adds. "And right now, that means wherever they are taking out their
wallet to deal with high energy costs."
For the second year in a row, Tide Coldwater has partnered with the Alliance to Save Energy to help consumers understand the energy benefits of
washing their clothes in cold water. They have also spread the message with a custom energy savings calculator on a dedicated Web site (www.tide.com/tidecoldwater/savings.jhtml). The brand has also
deployed out-of-home advertising at gas stations.
