Tide Introduces the Tide Stain Brain Mobile Application for iPhone and iPod Touch

New Interactive Application allows Consumers to Co-Create Stain Removal Solutions

CINCINNATI, Nov. 11 /PRNewswire/ -- Tide introduces the Tide Stain Brain, a downloadable application through which consumers can conveniently find and share solutions for stains that happen at home and on the go. Cold water or warm? Blot or soak? Now users can get answers before stains have a chance to set! The free application allows consumers to search for quick, step-by-step cleaning instructions from the experts at Tide -- and the laundry rooms of people across America. For those who have a "secret recipe" for removing tough stains, the Tide Stain Brain enables users to instantly share their own tips and tricks within the application.

(Photo: http://www.newscom.com/cgi-bin/prnh/20091111/NY08786 )

After downloading the free application, consumers can:

• Browse the top 20 stains, according to popularity
• Use search and filters to easily find stains by name or category
• Retrieve the Tide stain solution, complete with on-the-go tips, Fabric Care notes, and recommended Tide products
• Contribute Stain Solutions right on their iPhone, all of which are readily available to users
• Rate Tide's -- and other users' -- stain solutions and give feedback on how they worked
• Ask questions and connect with other community members
• Easily navigate to product pages to find additional information, store locators and more
  

"The Tide Stain Brain, created by Digitas of Publicis Groupe, utilizes Get Satisfaction, an innovative social-networking platform that fosters consumer-to-consumer problem-solving and facilitates sharing of information between customers and companies. For Tide Stain Brain, the Get Satisfaction technology has been integrated to enable consumers to contribute their own stain solutions, rate others' stain remedies and share feedback with the community.

"As the trusted leader in laundry and fabric care, we wanted to create a tool to help people with a universal problem: frustrating stains," says Suzanne Watson, Associate Marketing Director, Tide North America. "At the same time, we recognize that consumers also have a lot of passion for their own personal stain remedies so we wanted to provide a forum for people to share the laundry tips and tricks that work best for them."

The Tide Stain Brain mobile application is available for iPhone and iPod Touch from the iTunes App Store here.

For more information or to review the web-based version of the Tide Stain Brain, please visit www.tide.com.

About Tide®

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

Four billion times a day, P&G (NYSE: PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble