Procter & Gamble is counting on high-tech Tide Pods to lift a brand lately challenged by bargain detergents. The campaign will feature upbeat pop music, models and QR codes, rather than moms and demonstrations.

“We want to shake this category up with innovation,” said Sundar Raman, marketing director for North American fabric care at Procter in Cincinnati. “What you’re going to see from us is a little more risk-taking.”

The goal is to “disrupt the ‘sleep-washing’ ” among consumers, he added, who “automatically pick up the product they usually pick up” when shopping for detergent.

READERS: Will you be picking up Tide Pods?

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