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

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips

Are men underserved by online retailers or just more critical?

How gender is impacting online shopping habits and what retailers can do about it

Why Starbucks is winning at loyalty

Coffee chain sees record sales thanks in part to its rewards program

Telus partners with Aimia on loyalty program roll out

Telco to use 'Smart Button' software to help review and analyze customer data

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

What marketers can learn from… Marvel’s comeback

Great companies don't only make products, they build ecosystems