SOFT SOAP: Tide tries a Web series about living and laundering in L.A

Quinton, Brian
December 2007
Promo;Dec2007, Vol. 20 Issue 13, p12
Trade Publication
The article reports on a detergent-related creative project wrapped up by Procter & Gamble Co. for its Tide detergent product. It sponsored the series "Crescent Heights." For all its sponsorship, scripts for the eight- to 10-minute episodes emphasized engagement and entertainment over product placement. A Tide assistant brand manager said the biggest challenge they faced in developing the series was striking the right balance between keeping it entertaining and introducing branding.


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