Tide has a strong 60-year history of offering superior cleaning to its consumers. This focus on outstanding cleaning power has established Tide as a champion in the category. However, as the category continues to evolve, consumers’ focus is shifting from cleaning power to a more distinct focus on how they care for their clothes. Tide continues to be the detergent that “knows fabrics best,” but there was a need to further establish Tide as a brand that goes beyond cleaning to take care of your clothes.

Just as Tide looked to the beauty category to develop their technology, we were inspired by beauty category cues in the packaging design. A fashion forward beauty aesthetic informed packaging structure, color choice, bottle finish and pattern. Consumers described the packaging as stylish and innovative. In addition, the holistic design (product benefits/aesthetics and packaging) has created buzz with style experts and fashion influencers who are excited by Tide Total Care’s holistic proposition. Tide has been able to partner with Tim Gunn (advertising was featured during the Oscars) and developed partnerships with retailers such as Ann Taylor LOFT (unprecedented in the category).

Since launch, Tide Total Care has done well despite a struggling economy and decreased consumer spending. Tide Total Care was awarded the Good Housekeeping Very Innovative Product (VIP) Award in February, 2009. This award was given to 10 products across all consumer categories that "truly improve your life in ingenious ways." The category reframing package design was awarded the 2008 A.G. Lafley Horizon Award. This internal P&G Design Award recognizes great design on a line extension.