The Blog

Tide Loads of Hope

Tonight I am at an event at Procter & Gamble headquarters in Cincinnati, Ohio, with a group of marketers, agency folks, and other assorted digerati. We’ve been brought together to help the company… sell T-shirts.

You read it correctly. A few weeks ago Advertising Age created a stir by announcing that P&G was bringing together a large group of digital folks for a “Hack Night.” Since then people have speculated about what would come from this event—say, setting new ad-unit standards, figuring out how to monetize video, or maybe even Google, Facebook, and MySpace would face off in a cage match? To add to the mystery, all participants were sworn not to spread a single word of the event. This left many in the digerati world quietly asking each other if they were on the list, and several others were working the phones to get on it.

I’ll share more on the event tomorrow, but right now I need to get back to work selling T-shirts. We have been spread out and broken into four teams with an assignment to sell as many Tide T-shirts as possible before 9 p.m. It’s a great cause and a perfect-fit example of Marketing with Meaning. 100 percent of profits go to victims of natural disaster. Tide has been running the program for years, after starting with a group that traveled to New Orleans to help people wash and dry their clothes in the wake of Hurricane Katrina.

So if you love our cause and purpose, please help out and buy a shirt at And remember that if you buy two it’s free shipping and handling!

(Here’s a video our team just created.)

6 Responses to “Helping Victims of Disasters—LIVE at P&G ‘Hack’ Night”

  1. [...] That’s all I’m going to cover about the event. Other people have given it better and more thorough coverage. You can read about it here, here, here, and here. [...]

  2. Hi Bob- I read about this in the Cincinnati Business Courier (probably as a result of your post) and thought, “Gosh, if a firm as large and as good a marketer as P&G is just trying to figure this out, imagine how other firms are faring.” Just yesterday Xerox announced it has a Facebook page. As a marketer in firms significantly smaller than P&G and Xerox, it’s a matter of time and resources to begin to adopt- and monetize- the proliferation of social media channels available.

    Thanks for your blog, which I have self-dubbed “solution selling for marketing,” or in a word “relevance.”

  3. Bob says:

    Thanks for the kind words, Elisha. You’re hitting on something that I am a big believer in: The future is here, it’s just not discovered by all the marketers yet. Very, very few marketers have cracked the code on digital, web 2.0, new media, or whatever you want to call it. It takes a personal, hands-on experience and commitment to start the journey to the new world.

  4. [...] Edwards: ? P&G Digital Hack Night: Selling Tide T-shirts for Disaster Relief – Bob Gilbreath: ? Helping Victims of Disasters—LIVE at P&G ‘Hack’ Night – Dave Knox: ? Support Charity with a Tide Loads of Hope Vintage T-Shirt, My take on the P&G [...]

Leave a Reply

Spam Protection by WP-SpamFree