Tide Newsroom

In Celebration of the 2012 Olympic Games, Tide Asks Americans: “What Do the Red, White and Blue Mean to You?”

Tide® celebrates the stories behind our country’s colors with the “My Story. Our Flag.” Project

Category:

Monday, April 16, 2012 9:19 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG

CINCINNATI--(BUSINESS WIRE)--This summer, nearly six hundred of our nation’s best athletes will wear the colors of our country and proudly represent Team USA at the 2012 Olympic Games in London. Tide recognizes that behind the colors of our athletes’ uniforms are the stories of millions; stories that make the Red, White and Blue more than just colors. That’s why Tide is proud to keep these colors bright and celebrate them through the “My Story. Our Flag.” Project.

Starting today, people across the country are invited to share what the Red, White and Blue mean to them on a specially created application called “My Story. Our Flag.” on Tide’s Facebook page (www.facebook.com/tide). Each story will be represented by a swatch of fabric that will be sewn together to create a symbol of our patriotism—a larger-than-life artistic rendition of the American flag. This flag will also be brought to life digitally on Facebook.

To help kick off the “My Story. Our Flag.” Project, Tide has enlisted three Olympic Games athletes to be the first to share their stories and contribute to the creation of the flag. Tide has chosen Lopez Lomong, Henry Cejudo and Sarah Hammer as brand ambassadors not only because of their vast accomplishments in sports, but also their dedication to our nation’s colors and their inspirational stories of personal triumph.

Runner Lopez Lomong was selected as a 2008 Olympic Games flag bearer, after being a Lost Boy of Sudan and tragically separated from his entire family. Wrestler Henry Cejudo was born to undocumented Mexican immigrants and later went on to bring home gold during the 2008 Olympic Games. Lastly, cyclist Sarah Hammer overcame doubts of pursuing her athletic dreams to later become a four-time world champion.

Lomong, Cejudo and Hammer will appear in all elements of the brand’s holistic marketing campaign including TV and print advertising, in-store displays, digital and social media and the public relations campaign.

To further celebrate being the proud keeper of the Red, White and Blue, Tide created special packaging to commemorate the 2012 Olympic Games. The limited edition packaging of base Tide, Tide plus Febreze Freshness Sport™ and Tide Boost™ will be on shelves April 2012. Tide plus Febreze Freshness Sport will not only feature Lopez Lomong on the bottle, but will also feature a new scent in the spirit of the 2012 Olympics Games – Victory Fresh.

“As our country prepares for the 2012 Olympic Games in London, we know that sentiments of patriotism are at an all-time high. Tide is proud to be the keepers of the Red, White and Blue and provide a platform for people to share their own personal stories about what being an American means to them,” said Alex Keith, General Manager, P&G Fabric Care North America. “We’re very excited to kick off the 'My Story. Our Flag.' Project. and wish all of our athletes the very best in London. They will be proudly wearing our nation’s colors and we’re proud to be a part of their journey and support in preserving the Red, White and Blue.”

Sharing Your Story

To share what the Red, White and Blue mean to you, visit the “My Story. Our Flag.” application on Tide’s Facebook page (www.facebook.com/tide) throughout April and May. Selected stories will then be transferred to fabric and represented by swatches that together will create both an artistic rendition of a physical American flag and digital representation. Each swatch of fabric will feature the contributor’s photo, name, city, state and a brief description of their story.

The flag’s creation will be documented on Facebook and Tide will unveil the flag at a special event to be held in New York City’s Bryant Park, during a time when national pride has hit a fever pitch—July 3, 2012.

About Tide®

For over 60 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide with Bleach Alternative, Tide Stain Release, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more. You can become a fan on Facebook at www.facebook.com/Tide.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Contact:

DeVries Public Relations
Crystal Steadman, 646-253-0205
csteadman@devries-pr.com
OR
P&G
Sarah Pasquinucci, 513-983-2324
pasquinucci.sm@pg.com