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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences