Whenever grass attacks, Tide will be there.
If the red wine dibbles, Tide will be there.
In the face of a natural disaster, Tide will be there.
Tide has identified that when a natural disaster strikes, meeting basic human needs is what becomes most important. People need food to eat, water to drink and clean clothes to wear. When a disaster occurs, Tide sends out their laundry convoy of one truck and a fleet of vans that contribute can clean over 300 loads of laundry every day. They wash, dry and fold the clothing of affected families free of charge. Since its creation, Loads of Hope has washed over 30,000 loads of laundry across the United States.
From a marketing prospective, Loads of Hope is genius. There are few consumer packaged goods with less consumer loyalty than laundry detergent. People buy what is on sale. I've been doing laundry for years and would be hard pressed to name more than two or three different brands!
Now, provide someone with something that no one else can, normalcy in a time of great upheaval. That is when an unbreakable emotional attachment to a brand can be created. Tide now has created over 30,000 loyal customers, plus the loyalty of their families and friends.
Loads of Hope is truly an awesome venture. The dividends that Tide collects far out-weigh the cost of having such a truly noble outreach. Way to go Tide! Even if a customer has not been personally benefited by Loads of Hope, it pulls strongly on the empathetic human side of all of us.
ReplyDeleteTide is creating a huge customer base by providing loads of hope! Their do good actions tug at heart strings of people who have gone through natural disaters and also those who always want to help. I wonder if those people who have taken advantage of their free service are now brand loyal to Tide?
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