Tide─ the popular detergent brand manufactured by Proctor and Gamble available in countries around the world─ recently changed their bottle design for a charitable promotion called “Loads of Hope”. The new design is noteworthy as Tide has not significantly changed their packaging during their sixty years of history.

The Loads of Hope campaign is to raise funds to support disaster relief. The new bottle has the word “Help” written along the yellow cap, and the front label shows photos of real people who have been affected by disasters, such as Hurricane Katrina, that Tide has provided aid for.

The new design should enhance Tide’s brand identity, and the corresponding charitable campaign will provide increased media coverage and visits to Tide.com. As Kash Shaikh, an external relations manager for P & G states, “'Loads of Hope' is a key pillar for the Tide brand going forward. It’s the No. 1 driver of traffic to Tide.com, the No. 1 source of positive consumer verbatim and testimonials in our consumer relations group. A key part of what we’re doing is to connect with consumers.”

Indeed, P&G is trying to build a socially conscious image for Tide laundry detergent. But how will it attract consumers and contribute to their brand identity?

As we have mentioned in previous new items, (see Sno:la, an Eco-Friendly Yogurt Shop and Green yet Luxurious Commuting), consumers are placing increased importance on corporate social responsibility. When given the option, many consumers would prefer to buy products from a socially responsible company than a competitor without such a brand image, if the products are of comparable quality.

Through the Loads of Hope campaign Tide should obtain a unique position in the detergent market through their socially responsible branding, and even more importantly, will help those in need affected by natural disasters.