Tide awash with new innovations

Tide's 'Washday Miracle': Not Doing Laundry
Brand Uses Pop-Up Store, Web to Get Gen Y Swashing Not Washing
BATAVIA, Ohio (AdAge.com) -- Tide, the brand that brought America the "washday miracle," is experimenting with a new mission: marketing to the great unwashed masses at the country's biggest university.

Who doesn't love a crappy pun??
I kind of like what Tide has done here. They have reformatted their offering for a new audience and delivered it in a way that makes sense to this Gen Y audience.

It's a good case study and a good way to learn at how marketers are changing the way they speak to consumers.
I likey.