In Celebration of the 2012 Olympic Games, Tide Asks Americans: “What Do the Red, White and Blue Mean to You?”

This summer, nearly six hundred of our nation’s best athletes will wear

the colors of our country and proudly represent Team USA at the 2012

Olympic Games in London. Tide recognizes that behind the colors of our

athletes’ uniforms are the stories of millions; stories that make the

Red, White and Blue more than just colors. That’s why Tide is proud to

keep these colors bright and celebrate them through the “My Story. Our

Flag.” Project.

Starting today, people across the country are invited to share what the

Red, White and Blue mean to them on a specially created application

called “My Story. Our Flag.” on Tide’s Facebook page (

Each story will be represented by a swatch of fabric that will be sewn

together to create a symbol of our patriotism—a larger-than-life

artistic rendition of the American flag. This flag will also be brought

to life digitally on Facebook.

To help kick off the “My Story. Our Flag.” Project, Tide has enlisted

three Olympic Games athletes to be the first to share their stories and

contribute to the creation of the flag. Tide has chosen Lopez Lomong,

Henry Cejudo and Sarah Hammer as brand ambassadors not only because of

their vast accomplishments in sports, but also their dedication to our

nation’s colors and their inspirational stories of personal triumph.

Runner Lopez Lomong was selected as a 2008 Olympic Games flag bearer,

after being a Lost Boy of Sudan and tragically separated from his entire

family. Wrestler Henry Cejudo was born to undocumented Mexican

immigrants and later went on to bring home gold during the 2008 Olympic

Games. Lastly, cyclist Sarah Hammer overcame doubts of pursuing her

athletic dreams to later become a four-time world champion.

Lomong, Cejudo and Hammer will appear in all elements of the brand’s

holistic marketing campaign including TV and print advertising, in-store

displays, digital and social media and the public relations campaign.

To further celebrate being the proud keeper of the Red, White and Blue,

Tide created special packaging to commemorate the 2012 Olympic Games.

The limited edition packaging of base Tide, Tide plus Febreze Freshness

Sport™ and Tide Boost™ will be on shelves April 2012. Tide plus Febreze

Freshness Sport will not only feature Lopez Lomong on the bottle, but

will also feature a new scent in the spirit of the 2012 Olympics Games –

Victory Fresh.

“As our country prepares for the 2012 Olympic Games in London, we know

that sentiments of patriotism are at an all-time high. Tide is proud to

be the keepers of the Red, White and Blue and provide a platform for

people to share their own personal stories about what being an American

means to them,” said Alex Keith, General Manager, P&G Fabric Care North

America. “We’re very excited to kick off the ‘My Story. Our Flag.’

Project. and wish all of our athletes the very best in London. They will

be proudly wearing our nation’s colors and we’re proud to be a part of

their journey and support in preserving the Red, White and Blue.”

Sharing Your Story

To share what the Red, White and Blue mean to you, visit the “My Story.

Our Flag.” application on Tide’s Facebook page (

throughout April and May. Selected stories will then be transferred to

fabric and represented by swatches that together will create both an

artistic rendition of a physical American flag and digital

representation. Each swatch of fabric will feature the contributor’s

photo, name, city, state and a brief description of their story.

The flag’s creation will be documented on Facebook and Tide will unveil

the flag at a special event to be held in New York City’s Bryant Park,

during a time when national pride has hit a fever pitch—July 3, 2012.

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 Total Care, Tide with Febreze

Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide with Bleach

Alternative, Tide Stain Release, 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

for helpful product information, practical tips on laundry care, special

offers and promotions and more. You can become a fan on Facebook at

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around

the world with its portfolio of trusted, quality brands. The Company’s

leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®,

Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®,

Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head &

Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi

Pur®. With operations in about 80 countries, P&G brands are available in

more than 180 countries worldwide. Please visit

for the latest news and in-depth information about P&G and its brands.