Tide Turns 'Basic' for P&G in Slump

Interesting article on how and why Procter & Gamble decided to bring out Tide Basic. (As a sidelight, I was fascinated to learn that they have a "Laundry Leadership Team" that has a weekly all-day strategy meeting). We'll see if Tide Basic can be a success without cannibalizing brand Tide, which still holds over 40% market share. The real switch for P&G is moving away from decades of "new and improved" to "new and, er, not quite as good."