This venture comes on the heels of a similar brand expansion by P&G with their launch of Mr. Clean Car Washes. Personally, I love these new
concepts. I am loyal to Tide and they could garner even more of my loyalty with Tide Dry Cleaners. I think it is a fragrance thing but laundry detergent has one of the highest loyalty rates in retail. So, taking Tide to the dry cleaning arena seems like a natural brand extension. Plus, P&G’s backing allows these dry cleaners to offer coupons – and I’m a sucker for a good coupon.
Brand extensions are a commonly seen and don’t usually warrant a whole NY Times article. So, what makes Tide Dry Cleaners and Mr. Clean Car Washes so unusual? Well, until now, most brand extensions were a storefront or service brand venturing into the retail arena. Examples
- Starbucks coffee and ice cream at grocery stores
- Vidal Sassoon salon translated to hair care products
- Martha Stewart products at retail
- Taco Bell meal kits at grocery stores
Now, P&G seems to be inverting this formula – taking the brand awareness of a retail product and extending it to a store or service concept. We were so inspired by this revelation that we started thinking of the endless possibilities. What if there were . . .
- Clorox house-cleaners
- Crest dentist offices
- Eggo waffle houses
- Kodak professional photographers
- Purina pet boarding facilities
- Playskool preschools
- Staples temp agencies
- Miracle-Gro landscapers and gardeners
We made ourselves dizzy with all of the possibilities. I encourage you to have fun creating some of your own.