P&G to launch ‘Total Care’ Tide and Downy brands


CINCINNATI Proctor & Gamble is adding a new “Total Care” sub-brand to Tide and Downy this month along with ad campaigns that promote the products’ ability to keep clothes looking new.

The parent company of Tide and Downy says ‘Total Care’ products contain ingredients like silicone and chlorine neutralizers designed to protect clothes and keep them looking new after being washed more than 50 times.

Tide’s ad campaign will promote the detergent’s ability to “clean thoroughly, protect color, preserve shape, maintain finish, enhance softness and fight stains.” The campaign for Downy will boast of its ability to “Keep that First-Wear Love Alive.” P&G plans to spend up to $60 to advertise its new products.

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