you're reading...
CPG Management., CPG Sales, marketing

Tide Makes Fun Of Being Made Fun

Sometimes marketers get good ideas from parodies of their marketing. An article in satirical publication The Onion by one “Fred Hammond, director of digital video and social media integration, Tide Detergent,” is all about a putative viral video for Tide that has apparently led to Tide making the real thing on its YouTube channel.

The article makes Tide the target of a general lampoon of marketers’ baldfaced efforts to generate buzz. “And it’s so easy to see why this Tide detergent video has the entire Internet abuzz,” writes the fictive Hammond. “It’s just so funny! But not just funny — cool, too. If you like things that are funny and cool, you should definitely watch this clip from Tide. I guarantee it’s right up your alley!” he writes. “In fact, the video is so cool I had to go check out more at @Tide’s Twitter feed!”

In the story, he writes: “Hey, wouldn’t it be incredible if Tide’s unbelievable new viral video and app were just the start of a really awesome online campaign? Just imagine how sick a video would be for Tide Totalcare or the Tide to Go Instant Stain Remover pen.”

Tide’s response was this video. Digitas handles Tide’s online efforts. At the link, tthe packaged goods maker said, “The Onion had fun with Tide this week. Now it’s our turn. Watch the cool new viral Tide detergent video with cute, funny talking animals, an indie rock song, and an 80’s-inspired rock star. The video launched June 1 and has gotten 2,335 views. That is not Bret Michaels in the video, obviously. “Are we trending yet?” asks one of the animals at the end of the video, as a stuffed bird goes “Tweet!”

via MediaPost Publications Tide Makes Fun Of Being Made Fun Of 06/05/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.



  1. Pingback: SolutionSet | Blog - 04/03/2013

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Connect on Twitter

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 41 other followers

RSS Daily Consumer Smart Brief

  • An error has occurred; the feed is probably down. Try again later.
%d bloggers like this: