It made him, as Wallace put it himself, not so different from "the people selling Tide".
"You don't want to sell Tide to a 10-year-old and you don't want to sell an R-rated movie to a 10-year-old," he said.
But things are different online where the connection between TV ads or Sunday coupons, paid placement on end caps, and shiny packaging all come together to make it possible to sell Tide for twice as much as the store brand.
The company did announce last week that sales rose 4.3% in its most recent fiscal quarter from a year earlier, which is an improvement for P&G.; But there's a limit to what you can do to sell more Tide.
Agency: Deutsch L.A. TIDE A delightful commercial for Tide, sold by Procter & Gamble, told a fanciful tale of a "miracle stain" on a 49ers fan's jersey that resembled the team's former star quarterback, Joe Montana.
The Los Angeles Times's Bill Plaschke is sold on the Tide, but the turn of events certainly sapped something from the whole experience, writes Dennis Dodd on CBSSports.com.com
"OUR products succeed when they become part of daily or weekly patterns," said Carol Berning, a consumer psychologist who recently retired from Procter & Gamble, the company that sold $76 billion of Tide, Crest and other products last year.
Will the copywriters at Saatchi & Saatchi creating advertising for the coming test of Tide Basic — a version of Tide detergent, sold by Procter & Gamble, that will cost 20percentt less than standard Tide — be able to resist using slogans like "Basic will Tide you over till the recession is over"?
While event movies have typically done 60 percent of their business in 3-D, "Stranger Tides" sold just 47 percent in 3-D.
The company now knows, for instance, that liquid Tide sells better in the North and Northeast, Tide powder better in the South and Southwest.
