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Tide for Crack? The Tide Brand Creates a "Liquid" Asset for Crack Dealers

Tide for Crack? The Tide Brand Creates a
07/30/13
by Gabe Feingold and Jake Sedlock
Prohibition was probably the last time there was a robust market for trading liquids for goods and services. What comes around goes around and here we are, about a hundred years later, and there’s an active market for Tide detergent with crack cocaine dealers. Steal some Tide, trade it for crack. A pallet of Tide is as good as a stack of “Benjamins” for the Walter Whites of the world because of fantastic brand recognition and market demand. Don’t believe it? Check out New York magazines’ feature here: http://nymag.com/news/features/tide-detergent-drugs-2013-1.

Since BAV started measuring brands in 1993, Tide detergent has been a perennial Super Leadership brand in the BAV database – it’s differentiated, relevant to a broad base of consumers, well liked and well known. The consumers in BAV’s survey perceive Tide as Reliable, Trustworthy, High Quality and of Good Value – attributes that allow P&G to keep Tide detergent at a premium price – even after 67 years on the market.

BAV took a look at a few other brands that could possibly take Tide’s place if one happened to be looking for a quick substitute for cash. We mined the BAV database and found about 100 brands that have similar resonance and strength with consumers. (Feel free to contact BAV to see if your brand makes the list.)
Winnowing that list was difficult – it’s tough to choose the cream of the crop from so many top brands- so we decided to filter the list again; this time by brands that those involved in “scientific research” should value. This led us to create a “BAV Black Market Brands” list. Brands that make this list keep company with some of the strongest, healthiest brands in the U.S. The list may be bad news for your local retailers as these could become increasingly attractive targets to shoplifters, but it is certainly good news for the brands themselves.

The BAV Black Market Brands List:
1. Reynolds Wrap
2. Windex
3. Ziploc
4. Off!
5. Pyrex
6. Raid
7. Pine-Sol
8. Formula 409
9. S.O.S
10. Band-Aid
11. Sharpie
12. Easy Off

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