In Russia, Procter & Gamble markets Tide, its U.S. premium laundry detergent brand, as an economy brand with the slogan “Tide is a guarantee of clean clothes.” Except for the brand name and the product category, all aspects of the products (formula, price, positioning) are different between the U.S. and the Russian product. What might be the rationale behind this strategy? Was this strategy a good idea?