So here’s an interesting twist on the ordinarily rather boring laundry detergent industry – instead of making laundry day sexy to college students everywhere, Tide is telling them to forgo it all together! The company has launched a chain of stores called Swash to help encourage the ‘re-wear’ lifestyle:
Swash is offering students dryer sheets, dewrinkling spray,
stain-removing pens, odor-removing sprays and lint rollers that can
help give their clothes the look and smell of having been washed
without the trouble or expense of actual washing. In the process, the
brand’s helping eliminate the one domestic chore most college students
Going one step beyond that, Swash is also holding a Rewear-a-thon encouraging participants to take photos of their re-worn outfits each day they wear them – with daily awards of $50 to lucky crusty jean wearers.
Definitely an interesting campaign, especially when green living is such a hot marketing ploy right now. So do we call Swashitout the ultimate green wash campaign (har har)?