Tide to Go(R) Will Air Winning Consumer-Generated Ad During Season Premiere of 'The Office'

Tide to Go(R) Will Air Winning Consumer-Generated Ad During Season Premiere of 'The Office'

Consumer Generated Ads from Super Bowl 'Talking Stain' Contest Take Center Stage In the New Tide to Go Mini Campaign

CINCINNATI, Sept. 23 /PRNewswire/ -- To celebrate the launch of new Tide to Go(R) Mini, Tide to Go aired three of the "Talking Stain" spoofs during the 9 PM timeslot on NBC earlier this month, with the winning spot airing during the season premiere of "The Office" at 9 PM on Thursday, September 25. All four consumer generated spots will continue to air throughout the Fall.

Tide to Go's popular Super Bowl spot, the winner of the SuperBowl Ad Blitz on YouTube, which received more than four million views, provided a humorous look at the consequences of embarrassing stains by featuring a chattering stain that overshadowed a job candidate's interview. An accompanying website encouraged consumers to draw inspiration from their own stain-making moments and create personalized spoofs of the commercial, with one lucky winner promised a spot on national television. Tens of thousands of consumer votes were cast for the top 10 finalists, chosen from 230 entries.

"We honored our promise to let consumers pick the winner, but we were so overwhelmed by the creativity of the submissions that we ultimately decided to air more than one spot," said Tide Marketing Director Kevin Crociata. "'The Office' season premiere is a perfect fit for the winning spot because it will be one of the marquee television events of the fall, and everyone can relate to those embarrassing and inevitable stain moments that can happen when you are at work trying to impress your colleagues."

New Tide to Go Mini features the same powerful stain fighting formula as original Tide to Go, but is smaller and more portable, easily fitting into small handbags, clutches or pockets. Both Tide to Go and Tide to Go Mini help remove many fresh food and drink stains and are safe to use on most colorfast, machine washable and dry cleanable fabrics. The Tide to Go Mini is available nationwide for a suggested retail price of $2.99 for one pen and $5.49 for a two-pack. Actual prices are at the sole discretion of individual retailers.

For more information and to view the spoofs, visit tidetogo.com/ads.

About Tide(R)

For almost 60 years, Tide has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com/ for the latest news and in-depth information about P&G and its brands.

YouTube is a trademark of Google Inc.

Source: Tide

CONTACT: Liza Martindale of DeVries Public Relations, +1-212-891-0483,
lmartindale@devries-pr.com, for Tide

Web site: http://www.tidetogo.com/ads
http://www.tide.com/
http://www.pg.com/

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