P&G, Zoom Media team up for Tide promo

Procter & Gamble and Zoom Media have joined forces to offer fitness enthusiasts free laundry as part of a promotion for Tide Plus Febreze Sport. The campaign, called “Sweat the workout, not the laundry!” targets female gym goers. Ivana Costantini, senior account director at Zoom Media, said the message behind the campaign is simple.” We […]

Procter & Gamble and Zoom Media have joined forces to offer fitness enthusiasts free laundry as part of a promotion for Tide Plus Febreze Sport.

The campaign, called “Sweat the workout, not the laundry!” targets female gym goers. Ivana Costantini, senior account director at Zoom Media, said the message behind the campaign is simple.” We wanted to wash people’s actual clothes.”

Zoom Media and P&G partnered with 24 branded and independent fitness venues in Toronto, Montreal and Vancouver, as well as several laundromats in those cities to take part in the campaign.

After a workout at a participating gym, women are encouraged to put their sweaty gym gear into a mesh laundry bag bearing Tide’s logo, which are then dropped into designated, branded hampers. At the end of the week, an operations team from Zoom Media picks up the laundry and takes it to participating laundromats where the clothes are professionally washed using Tide Plus Febreze Sport.

The clean clothes are returned to the gym the following week along with coupons and a full-size bottle of the product.

The campaign is being promoted through Zoom’s OOH boards, wall, locker and mirror decals in the selected gyms, as well as signage in the laundromats.

Signage for “Sweat the workout, not the laundry!” started appearing in the selected venues on Jan. 14. The campaign will run for four weeks.

Brands Articles

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

IKEA outfits suites for Mount Sinai Hospital

Retailer transformed hospitality suites for women with high-risk pregnancies

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Puma Lab makes the leap into Canada via Foot Locker

Shop-within-shop concept will be tailored to local market's male consumers

How grocery stores are swaying shoppers

Candy and cake mixes are inching their way closer to front of store

Edelman serves up new website for Montreal restaurant

PR firm's Montreal office exercises its digital muscle for Robin des Bois

Brookline and Fountain Tire get rolling on anniversary tour

Calgary-based boutique focuses on growth with string of account wins and promotions

Salad King marks anniversary with food truck tour

Toronto restaurant to donate partial proceeds to Second Harvest

Joe Fresh president moves to Holt Renfrew

Mario Grauso will hold the same title at the Toronto-based luxury retailer