"campaign will feature a number of activities that allow fans to join Tide in expressing the passion they have for their team and their beloved colors."
CINCINNATI--(BUSINESS WIRE)--For years, equipment managers throughout the NFL have been trusting Tide
to keep their team’s gear clean and the colors vibrant. Now, Tide is a
sponsor of the league and all 32 of its teams to engage NFL fans in a
season-long celebration of the pride and passion they have for their
teams and the colors that mean much more than just colors. The Tide
“Show Us Your Colors” campaign officially launches on September 9th
when Tide takes over Lambeau Field, the home of the Green Bay Packers,
to “color out” the season opening game against the San Francisco 49ers.
All fans who attend the game on September 9th will find a
free, Tide-branded Packers t-shirt on their seat. Donning the tees
between the National Anthem and kickoff, the sea of fans at Lambeau
Field will be united in the beloved Packers Green and Gold in a stunning
display of the team’s pride for their colors. Fans across the country
can tune into the game at 4:25 PM EDT on FOX to see the Tide Green and
Gold Out live in Green Bay.
“A full-stadium color out is the ultimate visual of a team’s fans
uniting as one to rally their team to victory,” said Kandi Goltz, Game &
Fan Development Manager for the Green Bay Packers. “We’re thrilled that
Tide, a trusted product of the NFL, is giving this exciting opportunity
to Green Bay Packers fans when pride is at an all-time high, as they
usher in the start of their season at Lambeau Field.
The “Show Us Your Colors” Campaign
Throughout the regular season, the “Show Us Your Colors” campaign will
feature a number of activities that allow fans to join Tide in
expressing the passion they have for their team and their beloved colors.
“NFL fans are life long fans, sporting their team's colors and cheering
them on from as early as they can remember,” said Alex Keith, Vice
President P&G Fabric Care, North America. “We’re excited to give them
the opportunity to celebrate this dedication in a variety of ways all
season long while also showing them that Tide can help keep their team’s
colors as vibrant as their passion.”
Starting in September, Tide will release a series of documentary-style
videos called “Evolution of Colors.” The videos, which were created in
conjunction with NFL Films, tell the story behind the colors of each NFL
team and how the colors became what they are today. A video will be
created for each of the 32 teams, and they will be gradually released
throughout the season on Tide.com and NFL.com. This video series will
kick-off at the beginning of the regular season.
A month after the Green and Gold Out in Green Bay, Tide will give NFL
fans across the country the chance to capture and share their fervent
dedication to their team online. Starting in October, Tide will
encourage fans to visit the brand’s Facebook page to share a photo
documenting a time they were most proud to wear their team’s colors,
such as the first time a newborn wore a jersey of his dad’s favorite
team or of a family watching their team win the Super Bowl together.
Fans can upload their pictures for the chance to win exciting Tide and
NFL related prizes.
Expanding Upon the Partnership
The partnership between Tide and the NFL will also be brought to life
via other marketing channels, including advertising and packaging. New
Tide commercials, focusing on the intense devotion that fans feel for
their teams and the theme of “They’re Not Just Colors,” will begin
airing nationally on September 5th. Tide will be offering
special NFL-themed packaging, featuring a wide range of teams, fans, and
players, at retailers across the country starting at the beginning of
the regular season. Towards the end of September, New Orleans Saints
quarterback Drew Brees will be highlighted on the Tide with Febreze
Freshness Sport Victory Fresh bottles. Additionally, specially designed
bottles of Tide Original featuring team logos will be released in select
markets and retailers.
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 Pods, 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 4.6 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
approximately 75 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.