P&G Takes Laundry Brands In New Directions†

Dry Cleaning, Youth-Oriented Products and Tim Gunn Figure in Latest Initiatives

Advertising Age, August 25, 2008 — Procter & Gamble Co.'s Tide is branching into dry cleaning, fashion and more as it looks to innovate in new areas amid an economic downturn and changing consumer demands regarding laundry. Tide has launched a three-store test of a dry cleaner under its brand name in Kansas City, Mo. The test includes construction of a new company-owned store and partnership in two other stores with a local dry cleaner, GreenEarth Cleaning, which uses a dry-cleaning solvent it says is environmentally safer than traditional chemicals.