Tide Newsroom

Tide® Introduces Tide® VIVID White + Bright™ Detergent by Partnering with Comedian and Actress Betty White to Show America how to “Break the Rules of White”

Betty to Break Her Own Rule and Stream Live to Tide’s® Facebook Page August 23rd


Monday, August 6, 2012 9:12 am EDT



Public Company Information:

"I’ve never been one to follow the rules. I don’t pay attention to what people say I should do and always do what makes me happy—like continuing to act at the age of 90!"

CINCINNATI--(BUSINESS WIRE)--Tide® has enlisted the help of actress Betty White, the ultimate Hollywood rule breaker, to spread the word that Tide® is reintroducing its Tide plus Bleach Alternative detergent as Tide VIVID White + Bright. The new name is designed to communicate the product benefit of keeping white clothing vivid and bright, wash after wash. Together, Betty and Tide will show people across the country that they can disregard all the rules they previously subscribed to when wearing white - like not playing outside or eating messy food - and feel confident knowing they can trust their white clothing care to Tide VIVID White + Bright.

While Betty is known for being a rule breaker, she does stick to a few of her own—one of which is that she doesn’t use Facebook. But now, in the spirit of the campaign, Betty is breaking her own rule and will stream live to Tide’s Facebook page to answer questions from fans about “breaking the rules of white” on August 23rd. Fans of Betty and Tide can begin submitting questions for Betty to answer starting August 13th via Tide’s Facebook page (Facebook.com/Tide). They can also submit questions via Twitter by tweeting @Tide with the hashtag #AskBetty. Everyone is then encouraged to tune in on August 23rd to interact with Betty live on Facebook.

Additionally, Betty will appear in national television and online advertising for Tide VIVID White + Bright, as well as on in-store materials wherever the product is sold. The ads capture the humor and mischief that Betty is known for and highlight how she “breaks the rules of white” while using Tide VIVID White + Bright.

“I’ve never been one to follow the rules. I don’t pay attention to what people say I should do and always do what makes me happy—like continuing to act at the age of 90!” says Betty White. “I have used Tide forever and I’m excited to work with them to get other people to do the things they love while wearing white. I absolutely love wearing white and I am so pleased that I now can do all the things I love while wearing it without having to worry. I’ve even decided to break one of my own rules and go on Facebook to show everyone how easy rule-breaking can be with Tide VIVID White + Bright.”

“We are thrilled to be working with Betty because she truly embodies the way we want people to feel when they trust their clothing to Tide VIVID White + Bright,” says Raquel Rozas, P&G Brand Manager for Tide. “People should be able to enjoy themselves and embrace wearing the color white without having to stick to self-imposed rules while wearing it. We’re so excited that Betty is breaking her own rule of staying away from Facebook and joining us on Tide’s page to help spread the word about Tide VIVID White + Bright and encourage people to feel confident while wearing white. Fans are going to be able to interact with her in a way they never have before.”

Tide VIVID White + Bright not only delivers on the promise to brighten whites, but removes stains and provides the trusted Tide clean as well, without the yellowing effect that bleach can have when used over time. It keeps whites bright so they can be worn at any time of year and in any situation.

Tide is also releasing Tide VIVID White + Bright Boost, which is designed to give your laundry that extra boost for the peskiest of stains. For more information about Tide VIVID White + Bright and Tide VIVID White + Bright Boost, visit www.tide.com or www.facebook.com/Tide.

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 VIVID White + Bright, Tide Boost, 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 serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50366189&lang=en


Sarah Pasquinucci, 513-983-2324
DeVries Public Relations
Ali LaFleur, 212-891-0463

Multimedia Files:

Watch this video
Tide VIVID, Betty's Little White Outfit.
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