Under assault by penny-pinching consumers, Procter & Gamble has quietly rolled out a version of Tide detergent that lacks some of the cleaning power of the original, and costs 20 percent less, according to a story in the Wall Street Journal.
Procter & Gamble is marketing a new, cheaper version of Tide detergent in about 100 stores in the South, hoping to appeal to cash-strapped consumers, according to a story in the Wall Street Journal.
Written by Ellen Byron, the story says the creation of Tide Basic is a telling sign of how mass marketers are adapting to the sour U.S. economy.
P&G has also developed discount versions of Charmin toilet paper and Bounty paper towels, in an effort to compete more effectively against store brands. The decision to create a cheaper version of Tide, its top-selling product, was tough, the story says.
WSJ Online subscribers may read the full story here.