Video: Tide to Go Tackles the Super Bowl

Largest Procter & Gamble brand in North America Kicks Off Multifaceted
Campaign During Super Bowl XLII

CINCINNATI, Feb. 3 /PRNewswire-FirstCall/ -- 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.
To view the Multimedia News Release, go to:
here

"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.
Tide to Go is available at mass retailers for the suggested retail price
of $2.99. Retail prices are at the discretion of retailers. For more
information or to view "Talking Stain," please visit www.mytalkingstain.com.
About Procter & Gamble (NYSE: PG)
Three 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(R), Tide(R), Ariel(R), Always(R),
Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R),
Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R),
Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and
Braun(R). The P&G community consists of over 135,000 employees working in over
80 countries worldwide. Please visit www.pg.com for the latest news and
in-depth information about P&G and its brands.
About Tide(R)
For over 60 years, Tide(R) 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 superior cleaning in a
variety of products including Tide Pure Essentials, Tide Simple Pleasures,
Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide
with Bleach Alternative, 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.
SOURCE Procter & Gamble

Kash Shaikh of Procter & Gamble, +1-513-983-9820; Kathy Casciani,
+1-212-891-0401, or Liza Martindale, +1-212-891-0483, both of DeVries Public
Relations, for Procter & Gamble