Tide Basic Has Left The Building.

Procter & Gamble announced it will discontinue Tide Basic, the cheaper version of Tide developed to fight Private Brands during the downturn. According to an article in the Wall Street Journal, “A P&G spokeswoman said the test on Tide Basic ended recently, but the company declined to comment on why it has stopped making the product or what its findings from the test were.”

It remains to be seen if this decision will have an impact on the other basic brand extensions: Bounty Basic or Charmin Basic. The move towards basic sub-brands by P&G was widely viewed by the branding community as reactionary and potential damaging to the Tide, Bounty and Charmin core brands.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.