Procter & Gamble Partners with The Limited
Procter & Gamble's Tide and Downy launches a new partnership with women's apparel retailer, The Limited, an affiliate of Sun Capital. Beginning Feb. 23, 2009, this partnership will celebrate new Tide and Downy Total Care's innovative product benefits.
"Women have told us that, to them, value means great benefits at a reasonable price," says Kash Shaikh, influencer marketing manager, P&G Fabric Care. "With Total Care, we've worked to deliver this by pairing unprecedented product benefits with strong retail partnerships so women get the most out of their wardrobes. The Limited offers quality, affordable and washable fashions to millions of women ever year, making them a perfect partner in this journey."
As part of a $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products, Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy's consumers and The Limited's clientele, reinforcing the importance of clothing maintenance and "fashion care."
"Women have told us that, to them, value means great benefits at a reasonable price," says Kash Shaikh, influencer marketing manager, P&G Fabric Care. "With Total Care, we've worked to deliver this by pairing unprecedented product benefits with strong retail partnerships so women get the most out of their wardrobes. The Limited offers quality, affordable and washable fashions to millions of women ever year, making them a perfect partner in this journey."
As part of a $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products, Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy's consumers and The Limited's clientele, reinforcing the importance of clothing maintenance and "fashion care."