Loads of Hope: Tide's Clean Clothes Cause

Cause marketing has become an integral part in engaging consumers with a company's brand. When a business organizes efforts to team up and support a non-profit agency, consumers are more inclined to support this business knowing it's for a good cause. The positive results many companies get from participating with non-profit agencies has proven that cause marketing strategies are worth the efforts. It's a win-win situation; the brand gains recognition for giving back and the consumer feels good knowing their support aided in a good cause.

More and more companies are getting involved with cause marketing strategies. One cause marketing campaign that sticks out to me is the partnership Tide has with the American Red Cross and Figidaire. Together they run the Loads of Hope program. The program provides a mobile laundromat service to people who have been effected by natural disasters and have no means to wash their clothes. The service is absolutely free because Tide knows that even the little things can make a big difference when your world has been turned upside down. With the help of American Red Cross and Frigidaire, Tide has washed, dried, and folded over 58,000 loads of laundry. The efforts through Loads of Hope have shown consumers Tide is there to help in the most dire situations. To get the word out about Tide's cause-marketing, they have been posting videos of the different locations where they have provided assistance. It's a great way to show the audience that not only is Tide providing a huge service to disaster victims, but they are helping in bringing a sense of normalcy to individuals in a time when everything else is chaotic. Tide also offers a way for consumers to help Loads of Hope efforts through the purchase of a Tide t-shirt. Four dollars of each t-shirt purchase goes directly toward the Loads of Hope program.

In providing such a generous service, Tide has established themselves as a company that cares. I have used Tide laundry detergent as long as I can remember. In the past, I chose Tide over other brands for the quality and effectiveness of the product. I'm glad knowing my purchase still gets me the product satisfaction, as well as supports a company willing to do such a positive thing for our communities. It makes me feel great knowing I support Tide. Others, I'm sure, feel the same way once they discover how Tide is doing their part to give back.

http://www.tide.com/en-US/loads-of-hope/about.jspx