Tide To Go Tackles the Super Bowl

Cincinnati, OH - Today, Tide aired an advertisement for the #1 instant stain remover, Tide to Go, during Super Bowl XLII, marking the detergent category leader's first foray into the Super Bowl and the first time for a Procter & Gamble brand since 2004. Tide to Go's 30-second spot, created by Saatchi & Saatchi of New York, provided a humorous look at the consequences of embarrassing stains, with a "talking stain" overshadowing a job candidate's interview. It was the national debut for the spot which received widespread industry recognition including a 2007 Cannes Silver Lion award. Tide to Go's Super Bowl spot served as the launching pad for a new digital campaign and microsite -www.mytalkingstain.com - where consumers are encouraged to create their own 'spoofs' of the Talking Stain spot. The winning consumer ad will air on Primetime television later this year.

"The Super Bowl was the perfect stage to launch Tide's Talking Stain campaign - and showcase the instant stain-fighting power of the product - to over 90 million viewers," says Suzanne Watson, Tide Brand Manager. "Food and drink stains are universal mishaps, and men and women of all ages are fans of Tide to Go, so the Super Bowl provided us the ideal platform to connect and relate to a very broad audience."

The consumer-generated spots will be designed to showcase how Tide to Go has performed instant stain removing miracles in consumers' own lives, helping promote awareness of how many "stain-based" occasions people encounter every day. Additionally, mytalkingstain.com will allow consumers to create humorous, personalized versions of Tide's Super Bowl ad by becoming the voice and face of the "talking stain" and emailing them to family and friends. Consumers can also find product information, ringtones, wallpapers and buddy icons on the site.

"We've received thousands of letters over the past few years from consumers telling us their own stories about how Tide to Go saved their day. The spot brings that 'instant miracle' of Tide to Go to life in a fun way. Now, we're excited to watch how people across the country bring those moments to life with the talking stain spoofs," says Kevin Burke, NA Laundry Marketing Director.

For more information or to view "Talking Stain," please visit www.mytalkingstain.com.


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