• Brandweek, Monday, July 14, 2008 11:15 AM

Procter & Gamble is planning to spend $60 million to get the word out about Total Care, a sub-brand for Tide and Downy that borrows a number of ingredients typically found in beauty care products to help clothes stay fresh looking after 50 washes.

"We've looked to our beauty care lines for inspiration in the past," says Kash Shaikh, a representative for P&G. "But this is really the first time we've embraced this idea of elevating the category from fabric care to fashion care."

Tide advertising will focus on the "seven signs of beautiful clothes." Ads will promote the fact that Tide Total Care "cleans thoroughly, protects color, preserves shape, maintains finish, enhances softness, prevents pills and fights stains." Downy, on the other hand, urges fabric softener users to "help keep that first-wear love alive" with the line's proprietary mix of chemical technologies.

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