P&G Corporate Newsroom

Tide® Teams Up with Nick Lachey to Encourage NFL Fans to “Show Us Your Colors”

Trusted detergent of the NFL encourages football enthusiasts to declare their passion for their team for the chance to win a trip to Super Bowl XLVII and money for their team’s charity

Thursday, October 11, 2012 9:00 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"NFL fans are so passionate that they are constantly expressing their love for their team, whether it be through their gear, their football Sunday activities, or their social media outlets"

CINCINNATI--(BUSINESS WIRE)--As part of its sponsorship of the NFL, Tide is launching an online photo campaign called “Show Us Your Colors,” which will give one lucky fan the chance to win a trip for two to the pinnacle of the football season—Super Bowl XLVII. “Show Us Your Colors” will be a continuation of the brand’s season-long celebration of the undying pride and passion that football fans have for their teams, helping them to share just how much their colors mean to them.

The passion NFL fans have for their team’s colors, and the meaning behind them, began in October 1920 when the first NFL game was played. More than 90 years later, Tide is celebrating this passion by asking fans to visit Tide.com or 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 a crucial playoff game together. When the sweepstakes ends on November 30th, one entrant will be randomly selected to receive an all expenses paid trip to New Orleans, Louisiana in February.

“NFL fans are so passionate that they are constantly expressing their love for their team, whether it be through their gear, their football Sunday activities, or their social media outlets,” said Alex Keith, Vice President P&G Fabric Care, North America. “Tide’s ‘Show Us Your Colors’ gives these devotees a platform to celebrate the most pivotal moment of their life as a fan—the time when their colors meant much more than just colors.”

Much like they are on the football field every week, the “Show Us Your Colors” sweepstakes will also elicit friendly competition amongst teams to determine which fans have the most pride for their colors. On the Tide Facebook page, all of the uploaded pictures will be sorted into galleries that will be viewable by team, and fans can check the contest ticker to see how their team is stacking up against the competition. At the end of the sweepstakes, the team whose fans uploaded the most pictures will receive bragging rights and a $15,000 donation to the charity of their choice.

Nick Lachey Shows His Colors

As a super fan of the Cincinnati Bengals and football in general, multi-platinum recording artist and television personality Nick Lachey is teaming up with Tide to participate in the “Show Us Your Colors” photo sweepstakes by expressing his love for his favorite team. On October 11th Nick will share his own NFL fan moment with Tide fans, uploading a special photo of him and his newborn son Camden wearing their Cincinnati Bengals gear. You can visit Tide’s Facebook page (http://www.facebook.com/tide) to get a look at this exclusive photo.

“As a diehard NFL fan, I am thrilled to be a part of Tide’s ‘Show Us Your Colors’ campaign and show how I’m passing along the love of my team to my son,” said Nick Lachey. “Football is more than just a game—it’s a lifestyle and a game where your team’s colors mean everything. I can’t wait to work with Tide, the brand that keeps these colors true.”

About Tide
For over 65 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.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50437623&lang=en

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

Multimedia Files:

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Nick Lachey and son Camden in their Cincinnati Bengals gear for Tide's "Show Us Your Colors" campaign (Photo: Business Wire)
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