P&G going to town with their laundry brands

Procter & Gamble is certainly pulling out all the stops to forge partnerships with all manner of brands so that its new laundry detergents Tide Total Care (a ’sort of an anti-aging line for clothes, using ingredients derived from Pantene hair products and Olay skin care’ according to the company) and Downy stay in the minds of consumers despite the economic downturn in the US. Take a look at this:

1. A partnership with Tim Gunn of Project Runway, where he offers laundry and fashion commentary on a Tide-sponsored site called Dress To The Sevens.

2. A tie-up with Ann Taylor Loft stores where, beginning September 9th, shoppers will receive Total Care samples with their purchases, as well as a co-branded magazine which will offer tips on style, products and trends.

3. Another recently-concluded partnership with Project Runway for their Downy Radiance Collection where there was a contest for users to create an online mood board to inspire 3 designers that were associated with Downy Amethyst Mist, Turquoise Frost and Pink Opal special detergent range.

4. A partnership with a dry-cleaner, Green Earth Cleaning, which uses an environmentally-friendly solvent, and two other dry-cleaning stores, as well as the launch of a company-owned store in Kansas City that will provide services such as ‘a drive-through, valet and concierge services, an on-site tailor, and a proprietary process to improve garment color’.

[via Ad Age, Trend Central and MSNBC, image courtesy Trend Central]