A recent page ad in The Wall Street Journal, The New York Times and USA Today showed a large Tide box with copy stating "Cotton Inc. and Procter & Gamble announce that Tide not only has new cotton cleaning power, it has new selling power."
The copy pointed to Cotton Inc.'s Seal of Cotton logo that's now carried on reformulated Tide packaging rolling out nationally.
The effort was initiated by Cotton Inc., the fiber company of U.S. cotton growers, to alert the business community about the power of the Seal of Cotton logo. Cotton Inc. agency Ogilvy & Mather, New York, created and placed the ad, though P&G shared the cost.
"This is really a major marketing leveraging between our trademark and Tide, the second-largest consumer brand behind Coke," said J. Nicholas Hahn, Cotton Inc. president-CEO. "The main intent of the ad from our perspective was to signal to every retailer, apparel manufacturer, textile mill and importer that our trademark is something they should be using on their cotton products."
P&G is rolling out reformulated Tide with carezyme technology that offers color protection for cottons. That same technology, introduced in sister brand Cheer last year, prompted Cotton Inc. to link up with P&G; the Seal of Cotton on Cheer packaging marked the first time the logo had been used on a non-textile product.
Although the print ad's timing wasn't tied to P&G's battle in Europe over Unilever's Omo Power rollout, it didn't hurt Tide to be featured so prominently in three national newspapers. P&G, in fact, is leveraging its alliance with Cotton Inc. by featuring Mr. Hahn in a TV spot for reformulated Tide airing in Canada, via Saatchi & Saatchi Advertising, New York.