P&G Corporate Newsroom

Tide® Signs 32 NFL Players to Celebrate Fans and Their Passion for Team Colors Through Real-Time Twitter Campaign

NFL players will serve as photojournalists, using Twitter to share personal pictures of fans and moments that capture their passion for celebrating and defending their colors

Thursday, August 29, 2013 9:06 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"This season Tide is recognizing that passion for their colors by rallying players to recognize these moments and celebrate them with their fans."

CINCINNATI--(BUSINESS WIRE)--Tide, the proud keeper of your NFL team’s colors, is leveraging its unique 32 team sponsorship deal by rallying one player from each NFL team around a single common purpose – celebrating NFL fans and their passion for representing and defending their team’s colors this 2013 season.

The “Tide Color Captains” will serve as photojournalists, sharing via Twitter real-time personal pictures capturing the moments of color celebration that truly motivate them. This can be at the game, on the drive to practice or at a local community event - anywhere where fans are proudly displaying team colors.

Tide, working with select NFL teams, will celebrate team colors in the minutes following a big win when the colors have been ultimately defended. Participating teams will select an action image from the game that best captures pride in team colors and partner with Tide to post that image on the team’s Facebook page minutes after the victory.

“NFL fans understand that team colors aren’t just colors – they mean so much more. Throughout the NFL season fans don their team colors and fill stadiums, parking lots, restaurants and homes to cheer on their favorite teams and players,” said Sundar Raman, Marketing Director, North America Fabric Care at Procter & Gamble. “This season Tide is recognizing that passion for their colors by rallying players to recognize these moments and celebrate them with their fans.”

“I know from personal experience that our fans make our team better, get us pumped and give us that extra edge out on the football field,” said Drew Brees, quarterback for the New Orleans Saints. “There’s nothing better than pulling up to our stadium or running out of the tunnel and seeing that sea of black and gold. It’s something that every player loves. That’s why I’ve partnered with Tide, to show fans how much we appreciate their support and dedication.”

Fans can follow their favorite “Tide Color Captain’s” Twitter handle, @TideNFL and #ourcolors to see their colors in action. The 32 players participating in the “Tide Color Captains” program include:

Arizona Cardinals/Patrick Peterson         @RealPeterson21
Atlanta Falcons/Sean Weatherspoon @SeanWSpoon56
Baltimore Ravens/Ray Rice @RayRice27
Buffalo Bills/Fred Jackson @Fred22Jackson
Carolina Panthers/Greg Olsen @gregolsen82
Chicago Bears/Charles Tillman @peanuttillman

Cincinnati Bengals/AJ Green

@ajgreen_18
Cleveland Browns/Barkevious Mingo @keke_mingo
Dallas Cowboys/DeMarcus Ware @DeMarcusWare
Denver Broncos/Eric Decker @EricDecker87
Detroit Lions/Reggie Bush @ReggieBush
Green Bay Packers/BJ Raji @rajifreezer90
Houston Texans/Ben Tate @BenTateRB
Indianapolis Colts/Vontae Davis @VontaeDavis23
Jacksonville Jaguars/Josh Scobee @JoshScobee10
Kansas City Chiefs/Eric Fisher @Big_Fish79
Miami Dolphins/Dion Jordan @Dionj95
Minnesota Vikings/Kyle Rudolph @KyleRudolph82
New England Patriots/Devin McCourty @McCourtyTwins
New Orleans Saints/Drew Brees @drewbrees
New York Giants/Mark Herzlich @MarkHerzlich
New York Jets/Chris Ivory @ivory_29
Oakland Raiders/DJ Hayden @_Go_DJ_
Philadelphia Eagles/Brent Celek @BrentCelek
Pittsburgh Steelers/LaMarr Woodley @LaMarrWoodley
San Diego Chargers/Danny Woodhead @danny_woodhead
San Francisco 49ers/Marcus Lattimore @MarcusLattimore
Seattle Seahawks/Earl Thomas @Earl_Thomas
St. Louis Rams/Chris Long @Joel9one
Tampa Bay Buccaneers/Doug Martin @DougMartin22
Tennessee Titans/Jason McCourty @McCourtyTwins
Washington Redskins/Alfred Morris @Trey_Deuces
 

This program is a continuation of Tide’s efforts to provide fans with real-time, shareable content straight from players and teams. In celebration of the 2013 NFL Draft, Tide offered an endorsement deal to the first player drafted to each of the 32 NFL teams in celebration of their new colors. Tide rewarded fans with the first shareable image of their newest player in his new team colors that was delivered via Twitter by the many of the contracted rookies during the first round of the Draft. The rookies participating in the program used Twitter to ask the fans to share what team colors mean to them using #AboutOurColors.

This season marks the second year of Tide’s NFL relationship, one of the NFL’s most unique connections since it includes the League rights as well as the rights of all 32 NFL teams.

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 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, 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.

Contact:

P&G
Anne Candido, 513-983-9118
candido.am@pg.com
or
Taylor
Jennifer Knoeppel, 212-714-5732
jknoeppel@taylorstrategy.com