Last week, P&G announced a partnership with fashion store chain Ann Taylor Loft to launch their new detergent “Tide and Downy Total Care” line. The clothing stores hand out free samples and coupons to customers who buy machine washable clothes. At first, it looks like a typical sampling promotion, but Tide and Down teamed up with the store chain to increase brand awareness and strengthen its message, rather then to boost sales.

According to Kash Shaikh, marketing manager at P&G, women actually spend $1,500 a year on dry cleaning, whereas 65 percent of those clothes are machine washable. Years of research were necessary, so Shaikh, to invent detergent products that preserve the shape and colour of clothes after repeated washes. Now, P&G send out the message that the new detergents help cutting down on dry cleaning bills by keeping clothes looking new up to 30 washes. As part of the co-operation, Ann Taylor Loft alert customers to the products’ benefits with posters and fitting room decals throughout the stores and an eight-page magazine which contains tips on how to keep clothes looking fresh. Chief marketing officer Robert Luzzi of Ann Taylor Loft notes that the partnership is incredibly relevant to their customers. Apart from delivering an added value (a free detergent sample), Ann Taylor Loft benefits of increased awareness through “Tide and Downy Total Care” print ads in fashion magazines such as Elle and InStyle, which include the Ann Taylor brand.  These activities come along with a series of in-store events with celebrity stylist Jorge Ramon, who makes several appearances throughout the campaign. Thus, Ann Taylor Loft customers get free personalized styling tips.

On the part of P&G the store chain was chosen as Ann Taylor is one of the few upper-class retail chains that has a relatively high percentage of washable products. Additionally, there is a high fit of their target groups as they both appeal to budget-conscious women who are interested in fashion.