It’s as difficult to grasp as seeing Michael Jordan wearing a minor league baseball uniform.
Tide, the iconic Procter & Gamble brand of heavy-duty laundry detergent, is now a dry cleaners.
Their website says, “We’ve been in your home for over 60 years. It’s about time we got our own place. Discover a fresh approach to dry cleaning…We combine GreenEarth® technology with amazing stain removal, color maintenance, and a clean so fresh you can smell it. All to bring your clothes back to life with an experience you’ll love from your very first visit.”
A bold move in brand extension. It will be interesting to see how this goes. Will consumers, awash in a mix of mostly local and regional dry-cleaning brands, move to something so popular yet so foreign? Will Tide lead the pack?