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Tide is an American brand of laundry detergent manufactured and marketed by Procter & Gamble (P&G). Introduced in 1946, it is one of the highest-selling detergent brands in the world. Tide offers a wide range of products including liquids, powders, and unit dose pacs (Tide PODS), catering to various laundry needs such as stain removal, whitening, odor removal, and fabric care. The brand is renowned for its continuous innovation in laundry technology, strong marketing presence, and commitment to providing superior cleaning performance.
Serves as the global corporate headquarters for Procter & Gamble, overseeing all brand operations including Tide, global strategy, research and development leadership, and administrative functions. It's the central hub for decision-making.
The P&G Towers, a distinctive twin-tower complex, are a landmark in downtown Cincinnati. The campus includes extensive office space and is close to major P&G innovation centers. The architecture aims to be both functional and representative of a global leader.
Procter & Gamble is known for its strong 'promote from within' culture, a deep emphasis on consumer understanding, brand management excellence, and data-driven decision-making. The Cincinnati HQ fosters a collaborative and innovative environment focused on global market leadership.
The Cincinnati headquarters is historically significant as the founding location and enduring nerve center of one of the world's largest consumer goods companies. Its presence is a major economic and community pillar for the Cincinnati region.
Tide, as a flagship Procter & Gamble brand, benefits from P&G's vast global infrastructure. This includes a worldwide network of manufacturing plants, advanced supply chain systems, regional research and development centers (like those in Brussels and Singapore), and sales and marketing operations in over 180 countries. P&G supports Tide globally by tailoring formulations to local water types and washing machine technologies, customizing marketing campaigns to resonate with diverse cultural insights, and ensuring broad product availability through extensive global distribution channels. Key functions supported globally for Tide include product innovation, manufacturing excellence, quality assurance, brand marketing, sales operations, and consumer support.
1 Procter & Gamble Plaza
Cincinnati
Ohio
USA
Address: Temselaan 100, 1853 Strombeek-Bever, Belgium (Brussels Innovation Center)
Serves as a primary innovation center for P&G in Europe, Middle East, and Africa (EMEA), adapting global technologies like those used in Tide for regional consumer needs and spearheading new product introductions.
Address: 11 North Buona Vista Drive, #15-01, The Metropolis Tower 2, Singapore 138589
Manages P&G's business strategy and expansion in the dynamic Asia Pacific region, tailoring products like Tide and marketing approaches to local consumer preferences and market conditions.
Address: Business Park, Torre V, Costa del Este, Panama City, Panama (General area for P&G LA HQ)
Coordinates P&G's activities across Latin America, adapting global brand strategies, including those for Tide, to meet the specific needs and consumer behaviors of varied Latin American markets.
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As of April 2025, Tides' leadership includes:
Tides has been backed by several prominent investors over the years, including:
Procter & Gamble has experienced some key executive transitions and appointments over the past 12-18 months, reflecting strategic leadership planning, board refreshment, and standard succession processes within its large global team.
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Procter & Gamble (P&G) primarily uses the email domain @pg.com. Common email formats for employees include the last name followed by the first initial, or first name separated from the last name by a period.
lastname.firstinitial@pg.com (e.g., smith.j@pg.com), first.last@pg.com (e.g., john.smith@pg.com)
Format
smith.j@pg.com
Example
85%
Success rate
Ad Age • February 29, 2024
Tide collaborated with wrestling icon 'Cold Stone' Steve Austin for its 'Turn to Cold' campaign, aiming to convince more consumers to wash laundry in cold water to save energy and money, leveraging his 'cold' persona effectively....more
P&G News • January 8, 2024
Procter & Gamble announced Tide evo, a groundbreaking new laundry detergent form featuring a fiber tile. This innovative product, launched initially in Colorado, aims to transform the laundry experience with its unique composition, sustainability benefits, and convenience....more
P&G News • August 15, 2023
Tide partnered with Hanes to educate consumers on the benefits of cold water washing. The collaboration emphasized that Tide detergents are designed for effective cleaning in cold water, which helps save energy and can extend the lifespan of clothing....more
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