We'd like to draw your attention to three articles in the New York Times that discuss the iconic brand Tide and why it has become street currency. The story is that bottles of Tide detergent are now being shoplifted so often that many stores have the bottles "locked up" in some way so that patrons have to ask for help to buy it.
Three articles in the New York Times comment on this phenomena with one asserting that the brand is valued because of its long-time positioning by Procter & Gamble as the best detergent brand used by the most caring moms. Another asserts that it is a luxury that poor people can afford and because of its brand status, makes them feel "normal." The third article says that shoplifting Tide makes no more sense that stealing some other product that could easily be sold on the street.
It is clear that Procter & Gamble's efforts to make Tide a highly desirable detergent has succeeded in many ways—some beneficial to the product and some not so beneficial. However, we would note one thing: Today's Tide advertisements on television still focus on Moms and Dads being good parents when they use Tide to keep their children in clean clothes. The iconic brand and its message continue to resonate with families around the world, especially as that small luxury most people can afford.