TIDE Detergent

The market for laundry detergent is arguably the most competitive internationally. There are thousands of different brands just in the United States alone. Each boasts 1-3x concentration, fresh scent, and downy softness after each load. Through it all, Tide continues to control market share. This can only be attributed to its creative commercials, constant "innovation," and product placement.

Each year, the commercials are more and more clever. Tide specifically targets rural, middle households, and ensures to include a motherly figure in each ad. Each year, it also adds a new type of Tide: Tide bleach, Tide color, Tide-to-go, or 2x Tide with Downy. The customization gives consumers an array of options to choose from. Other brands have one or two products and promote their cleanliness, but Tide reigns because of its differentiation. Tide detergent is also placed conveniently at eye-level in the stores I shop at. It is also difficult to miss because the bright orange sticks out from the others.