Strong brands are critical to satisfying retail experiences. By Todd Engels. Recently, I stumbled upon a headline on the website, The Daily. Intrigued, I had to read on. The article provided details about how sophisticated criminals — not your everyday shoplifter — are targeting Tide detergent. One Tide taker in West St. Paul, Minn., made off with $25,000 of product over 15 months before he was busted last year.
In another instance, police described how Tide was being used as a currency within the drug trade: “We sent in an informant to buy drugs. The dealer said, ‘I don’t have drugs, but I could sell you 15 bottles of Tide.’ Upstairs in the drug dealer’s bedroom was about 14 bottles of Tide laundry soap.”
As a marketer, the natural question I asked myself was, “Why Tide?” What was it about the brand that made it so valuable as to spawn such unabashed criminal activity? It is just laundry detergent, after all. While a struggling economy certainly is a contributing factor, what’s fascinating was how the rationale for Tide’s theft was described in terms that every shopper marketer should recognize. read >>