That’s a lot of Tide

The nation’s leading detergent brand appeared on the cover of Target’s circular this weekend for the fifth time since the beginning of the year, in keeping with a marketing strategy that has seen the retailer attempt to showcase value through an increased emphasis on consumables. And what better way to achieve that goal than with a brand that enjoys an estimated 40% market share. That level of purchase frequency ensures shoppers know what Tide costs, and they recognize a deal on their favorite brand when they see it. In this case, a large image of a 150-ounce jug of Tide jumped off the page priced at $17.99. Shoppers who bought two could receive a $5 Target gift card.

Earlier this year, Target featured 100-ounce Tide liquid for $10.99 on the cover of its April 18 circular and on the cover of its March 14 circular for $11. Tide appeared on the cover twice in January when Target offered a 50-ounce liquid for $5.99 in the Jan. 24 circular and a 100-ounce liquid for $10.99 in the Jan. 3 circular. Even when Tide isn’t on the front page, Target frequently features the brand in its print ads. Tide has appeared in the circular on five other occasions since the beginning of the year and all but one of those times it was on the back page.