Landor Associates
Tide Clean Breeze


Tide powder has been the number one laundry detergent in the U.S. since the product was introduced in 1946. In 1984, the line was extended to include Tide Liquid. Tide introduced a Mountain Spring scent, but failed to win any of the industry’s scent categories, which had been growing in the U.S. by 20 percent annually. Consequently, Tide had been losing market share.


To increase market share, consumer research determined the new scent would be a clothesline-fresh scent. Landor was asked to develop a scent line extension icon that could be relevant to both the laundry detergent and the fabric softener categories. T By 2002, these two product lines would be marketed not just individually but together under the same scent, to build both categories.


Landor met the client’s requirements by creating an icon with a new “Clean Breeze” scent name. The consumer-friendly icon depicts a sheet blowing in the wind, communicates outdoor freshness, and captures the look and feel of the Clean Breeze scent. Using these visuals, Landor created clear, flexible communications of the scent and respected the brand equity. The icon is the driving force for packaging, print, and a Tide racecar design. The Clean Breeze initiative has doubled the forecasted sales volume for the first year of production.

Direct-to-consumer communications showcase the identity’s powerful scent cues.
Tide Clean Breeze
Package architecture includes powder and liquid forms. Scalable graphics allow clear and consistent communication.
Tide Clean Breeze
The Tide Clean Breeze identity is flexible enough to work across very diverse applications.
© 1996–2008 Landor Associates. All rights reserved. edit this page | Privacy Policy | Terms of Use | Site Map | Client Login | Call us: +1 888 252 6367