P&G rebrands laundry products to encourage people to rewear clothes

Procter & Gamble (P&G) is ramping up its focus on the student market with a range of laundry products that freshen up clothes without the need for washing in water.

The Swash range, which is made up of existing P&G products with new branding and positioning, will encourage students to freshen their clothes and wear them again rather than washing them. P&G also hopes its positioning as an environmentally friendly alternative to laundry will also appeal to students.

The products are available from swashitout.com and are being tested at a temporary or “pop-up store” at Ohio State University, where the brand is running a “reweara-thon” competition, encouraging students to rewear their clothes between washes and track how long they can last.

The repackaged products in the range include the Tide To Go stain pen, which has been revamped as Get It Out, with the strapline: “We can’t erase all your mishaps, just the ones that land on your clothes”; and Fresh It Up – a Febreze neutraliser spray. Other products include, Smooth it Out, a wrinkle spray which has the strapline: “Just because you slept in your clothes doesn’t mean everyone has to know it”.

P&G’s UK spokeswoman says that Swash is being tested in the US and there are no plans to bring it to the UK. It is expected to be rolled out if it proves successful.