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Bounty, Crest, Dawn, Febreze, Head & Shoulders, Secret and Tide Join Forces to Celebrate What Makes New Yorkers #NYTough

P&G Brands Continue the #NYTough Campaign with Local Video Series Hosted by Comedian Michael Che


Tuesday, October 14, 2014 8:15 am EDT



Public Company Information:

"I grew up on the lower east side of Manhattan and over the past thirty years, I’ve seen just how tough the city can be"

NEW YORK--(BUSINESS WIRE)--Bounty, Crest, Dawn, Febreze, Head & Shoulders, Secret and Tide, know what every New Yorker already knows – while little everyday struggles in the city add up, New Yorkers are tough enough to handle it all. The #NYTough campaign gives New Yorkers a break from the unique challenges they face every day, with brands that are tough enough to help them thrive in the city.

Today, the #NYTough campaign debuted a series of man-on-the-street video interviews, hosted by local comedian, Michael Che, which feature #NYTough stories directly from the mouths of New Yorkers. The video series kicked off the conversation on what it means to be “New York tough” and invited New Yorkers to share their stories.

“I grew up on the lower east side of Manhattan and over the past thirty years, I’ve seen just how tough the city can be,” stated comedian Michael Che. “I jumped at the chance to help share some comic relief with the community through the #NYTough campaign because comedy about New York has always been a part of my routine. It’s been a wild experience getting to interview such a diverse group of people, from taxi drivers and dog walkers to starving artists and retirees, about their own New York tough stories.”

The videos highlight the diversity of the city and feature New Yorkers from a wide range of neighborhoods across all five boroughs, including the Lower East Side, Harlem, Bushwick and many more. Click to Tweet: To view the #NYTough video series hosted by Che, please visit: http://spr.ly/NYTough

New Yorkers are known for their resiliency, adaptability and ability to find efficient and effective solutions to the challenges they face every day in the city. With the #NYTough campaign, P&G brands are inviting New Yorkers to share their honest and hilarious stories about their own tough situations using the #NYTough hashtag.

On September 23, Che was joined by New York comedy legends Marlon Wayans, Sherri Shepherd and Michelle Buteau, alongside #NYTough brands, to kick off the campaign with a comedy showcase at the iconic Carolines on Broadway nightclub. The campaign also features a series of #NYTough posts hosted on BuzzFeed, highlighting New York City-specific scenarios that New Yorkers can rally around and relate to. In the coming months, the campaign will host a series of branded consumer moments that aim to help solve real life situations, as direct responses to New Yorkers’ tough stories, in surprising and delightful ways.

#NYTough city-wide advertising launched in May, highlighting those uniquely New York situations and the role brands like Febreze, Crest and Bounty play in providing everyday solutions, including:

  • Apt 3A’s takeout smell is tough. Febreze is tougher.
  • Garlicky pizza breath is tough. Crest is tougher.
  • Finger painting play dates in the East Village are tough. Bounty is tougher.

“As a native New Yorker, I know first-hand that we have an uncanny ability to deal with anything that comes our way,” stated Mark Jeffreys, Associate Brand Director, Procter & Gamble. “We want to give New Yorkers a break from the toughness of the city and humor is a great way to empathize with them about their everyday challenges. Based on the stories that have been shared so far, I think we are more than accomplishing our goal.”

About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.


Citizen Relations
Nadine Niznik, 212-613-4944

Multimedia Files:

Watch this video
Comedian Michael Che talks to real New Yorkers about how they handle their #NYTough sweaty situations. Running to catch the morning train is tough. Secret Clinical is tougher. Share your story on any social platform using #NYTough.
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Michael Che joins the #NYTough campaign to host a series of man-on-the-street video interviews. (Photo: Business Wire)
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Procter & Gamble's #NYTough includes brands Bounty, Crest, Dawn, Febreze, Head & Shoulders, Secret and Tide. (Graphic: Business Wire)
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