This summer, nearly six hundred of our nations 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. Thats why Tide is proud to
keep these colors bright and celebrate them through the My Story. Our
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 Tides Facebook page (www.facebook.com/tide).
Each story will be represented by a swatch of fabric that will be sewn
together to create a symbol of our patriotisma 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
nations 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 brands
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
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. Were 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 nations colors and were 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 Tides Facebook page (www.facebook.com/tide)
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 contributors
photo, name, city, state and a brief description of their story.
The flags creation will be documented on Facebook and Tide will unveil
the flag at a special event to be held in New York Citys Bryant Park,
during a time when national pride has hit a fever pitchJuly 3, 2012.
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 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 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 http://www.pg.com
for the latest news and in-depth information about P&G and its brands.