by Bulldog Reporter | Jan 28, 2019

The Tide and Mr. Clean brands joined the top 10 ranking in this report. Tide rose five spots to the number eight spot, primarily from an increase in sentiment, both online and offline. In January 2018, Tide was at the center of a controversy surrounding teenagers eating their Tide pods detergent. The brand’s sentiment has since recovered. Another factor in the improvement may be the brand’s recently introduced new packaging for liquid detergent, which has many people comparing it to the packaging of boxed wine.  Mr. Clean moved up two spots from number 11 to land in the top 10. This move was due to an increase in offline brand sharing and offline influence. The brand also recently won an award for their advertising campaign in 2018.

“American consumers spend a lot of their waking time in their kitchens, which is one key reason why household products like KitchenAid are the subject of much offline conversations—literally, the kitchen-table conversations that often lead to purchase decisions,” said Ed Keller, CEO of Engagement Labs. “That’s why household product marketers need to measure offline conversations as well as discussions that happen in social media, which TotalSocial enables them to do.”

Declining consumer activation moved Black & Decker down the ranking from the second to tenth-ranked brand, based on a steep decline in online influence. In October 2018, the brand announced an exclusive partnership with Home Depot, but also announced a weakening in profits as well. Febreze dropped out of the top 10 to number 14, while Bounty dropped from the number 9 to the 16th spot.

Read the full Agility PR article, here.

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