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'Tide Pods Winning $7 Billion Detergent Wars By Redefining Value', Advertising Age

'A.I.S.E. Product Stewardship Programme for Liquid Laundry Detergent Capsules', A.I.S.E.

'Is Tide Killing the Laundry Detergent Industry?', Brandchannel

'Tide Puts a Spin on Laundry with the Introduction of Tide Pods', Reuters

'Is Innovation Killing the Soap Business?', The Wall Street Journal

'Procter & Gamble Overview', SlideShare

'P&G Awash in Success of Tide Pods, Despite Wrinkles Along the Way', Brandchannel

'P&G 2012 Annual Report', P&G

'With Tide Pods, P&G Aims to Create an 'Irresistible Experience' for Consumers and Shareholders', Industry Week

'Behind the Success of Tide's Pods: Innovation Coupled With Truth', Advertising Age

P&G have been accused of driving innovation too far with new product Tide Pods – even “killing” the laundry soap industry. Yet by acting like a leader, Tide Pods profitably taps into new trends and behaviours that might be the future of housework.

Zero waste: Tide's gamble on the future of housework