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AUG 6

Tide Turns 'Basic' for P&G in Slump†

Wall Street Journal, August 6, 2009 — Procter & Gamble Co., under assault by penny-pinching consumers, has quietly rolled out a version of Tide detergent that the company freely admits isn't "new and improved."

The product, Tide Basic, is currently for sale in about 100 stores throughout the South. It lacks some of the cleaning capabilities of the iconic brand — and costs about 20% less. Its very existence is one of the most telling signs to date of how the sour U.S. economy is forcing mass marketers to shift course.

Category: Brand
Tags: P&G, Tide, Tide Basic, brand extention, Recession, Value Brands
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NOV 2008

Spam Turns Serious and Hormel Turns Out More

New York Times, November 15, 2008 — The economy is in tatters and, for millions of people, the future is uncertain. But for some employees at the Hormel Foods Corporation plant here, times have never been better. They are working at a furious pace and piling up all the overtime they want.

The workers make Spam, perhaps the emblematic hard-times food in the American pantry.

Categories: Brand, Marketing
Tags: Spam, Recession, Value Brands
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