I was watching the breakfast show on TV this morning. Tide had a commercial talking about how environmentally friendly their product was. Their detergent is 2x concentrated reducing plastic in the packaging by 47% and allowing them to use less diesel fuel shipping it.

Yup, these are good things right?

The only problem is that every other detergent is exactly the same. In fact I saw one that was 4x concentrated.

Yet they are implying they are different… better even.

I think the days of putting a "spin" on the routine and calling it differentiation are quickly disappearing.

If you are going to claim something, you need to be real with your customers.