P&G Corporate Newsroom

Tide® Kicks Off NFL Sponsorship With First-Ever “Green and Gold Out” at Lambeau Field

Trusted detergent of the NFL invites Green Bay Packers fans to show off their passion for their team’s colors at opening game vs. San Francisco 49ers

Wednesday, September 5, 2012 10:00 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"A full-stadium color out is the ultimate visual of a team’s fans uniting as one to rally their team to victory"

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.

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 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.

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Contact:

DeVries Public Relations
Jessica Greco, 646-253-0229
jgreco@devries-pr.com
OR
P&G
Sarah Pasquinucci, 513-983-2324
pasquinucci.sm@pg.com

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