Tide Celebrates the Diverse, Individual Style of Americans in New Advertising Campaign

"Style is an Option. Clean is Not" emphasizes the importance of clean clothes when it comes to style

Jan 20, 2010, 12:23 ET from Tide

CINCINNATI, Jan. 20 /PRNewswire/ -- This month, Tide unveiled its new advertising campaign entitled "Style is an Option. Clean is Not."  The multi-faceted campaign communicates a new advertising message for one of the largest Procter & Gamble brands in North America: Tide celebrates the expression of personal style and helps to give people everywhere a sense of pride and dignity when they walk out the door knowing that what they wear is clean.

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"In our new campaign, we wanted to communicate that Tide does a lot more than keep clothes looking their best," says Suzanne Watson, Associate Marketing Director, Tide North America.  "Tide celebrates people's diverse sense of style and their self-expression. The link between the importance of one's unique style and helping to keep it clean, bright and fresh is what we wanted to bring forward."

The campaign, a celebration of diverse American style and the fantastic "Tide clean," launched in market with a 30-second spot entitled "Show 'Em Your Style" – created by Saatchi & Saatchi of New York. "Style is an Option. Clean is Not," Tide's first holistic multi-touch campaign since 2007,  includes work from all Tide agency partners and will feature a series of new print ads, television spots, iMedia, OOH, in-store marketing, and public relations efforts.

"This campaign is a very fresh way to think about a detergent," says Maru Kopelowicz, Senior Vice President, Creative Director at Saatchi & Saatchi.  "'Tide's Style is an Option.  Clean is Not.' connects with people in a way that matters. We can talk about Tide's amazing cleaning through something that is really important to people: our clothes, and they way we look. Tide's promise is linked to the idea."

"Style is an Option. Clean is Not" also includes a modern update to the Tide Bullseye – one of the most recognizable logos in America. Tide took the essence of the Tide Bullseye – the concentric circles – and has used them to embellish the original Bullseye. The new treatment will be used in a variety of colors to differentiate Tide product variants.

For more information on Tide, 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 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.