Company: The Procter and Gamble Company
Brand Value: $7,945 Million
Headquarters: Cincinnati, OH
Category: Home care
Year formed: 1946
Tide is America’s number #1 selling heavy duty laundry detergent, used by 40 million households in the country. Its longtime slogan has been “Tide Knows Fabrics Best,” but it has recently been speaking to consumers using the tagline “It’s Got To Be Tide” in a series of fun and whimsical ads about family life. Tide transcends both low and high income brackets and is able to sell its products at a slight premium to the market. It has also been in the news for its Loads of Hope charitable program that sends mobile washing stations to disaster-struck areas since Hurricane Katrina, including 2017’s Hurricanes Harvey and Irma. Tide’s last major innovation, laundry detergent pods, was launched in 2012.