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Book Cover
Author Robson, Karen, author

Title Dangerous detergent : dealing with the Tide Pod challenge / Karen Robson
Published London : SAGE Publications: SAGE Business Cases Originals, 2019
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary Tide (Procter & Gamble) is the best-selling detergent brand in the United States. In 2012, the brand introduced a very successful innovation to the market, the Tide Pod. In 2017, an Internet trend began in which teenagers would video themselves attempting to eat a Tide Pod and upload the video online. This activity is known as the "Tide Pod Challenge." Ingesting a Tide Pod has the potential to cause serious harm and can even be fatal. Students are asked how the Tide brand reacted to the public relations issues caused by the challenge
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Procter & Gamble Company -- Public relations.
Customer relations.
Form Electronic book
ISBN 1526476738
9781526476739 (ebook)