P&G’s Tide Dry Cleaners Wins Retail Award

Developed by Procter & Gamble’s Fabric Care business and FutureWorks Division, Tide Dry Cleaners prevailed over more than 80 competitors, 36 of which were honored as Gold, Silver and Bronze medalists.

“Tide Dry Cleaners is a risky venture for Procter & Gamble, but it also stands to deepen consumer loyalties to unimaginable levels by turning a generally dismal retail experience – going to the dry cleaners – into something that actually makes a positive difference in people’s daily lives,” said Tim Manners, founder of The Hub Magazine, in announcing the honor.

“This surprising foray into the dry-cleaning business by a packaged-goods brand truly represents what is possible at retail for those willing to think differently and proceed boldly,” Manners added.

Hub Prize candidates were evaluated by a diverse panel of 25 judges, including leading academics, best-selling book authors and high-profile veterans of major brands and retailers. Competitors were graded based on criteria including innovation; the shopper insight and emotional connection; how much the initiative improved the retail experience; and results achieved. The top 12 Gold Medal winners were then featured in a public vote to finalize the Ultimate Hub Prize winner.

Two other candidates rounded out the top three in the public vote: Disney’s hi-tech re-imagination of its stores and Kimberly-Clark’s “U by Kotex,” a shopper-marketing campaign in the feminine-care category.

Winners represented a broad array of categories, including shopper-marketing campaigns; retail concepts and reinventions; apps; in-store media; new products; packaging; database marketing; displays; and vending machines.

The 36 Hub Prize winners are featured in a special, subscribers-only supplement to the November/December issue of the Hub Magazine.