Video: Tide(R) Invites Consumers to Help Renew a Sense of Hope to Communities Affected by Natural Disaster Through the '1,000 Load Challenge'

Video: Tide(R) Invites Consumers to Help Renew a Sense of Hope to Communities
Affected by Natural Disaster Through the '1,000 Load Challenge'
Tide Loads of Hope launches t-shirt sales drive to benefit victims of disaster

CINCINNATI, Nov. 2 /PRNewswire/ -- Continuing its ongoing commitment to
helping those affected by natural disaster, Tide Loads of Hope launched the
"1,000 Load Challenge" to rally Americans to show their support for the
program. Tide is asking consumers around the nation to help them reach a goal
of selling "1,000 loads" of Tide vintage t-shirts. If America reaches the
goal, Tide Loads of Hope will donate $50,000 to its long-time partner and the
nation's largest domestic hunger-relief charity, Feeding America, to help
disaster victims. One hundred percent of the proceeds from the sale of the
Tide Loads of Hope vintage tees will continue to aid families who have been
affected by natural disaster. The tees can be purchased for $20 by visiting
www.TideLoadsofHope.com.

To view the Multimedia News Release, go to:
http://multivu.prnewswire.com/mnr/tide/40930/

(Photo: http://www.newscom.com/cgi-bin/prnh/20091102/NY02885 )

For the past four years, Tide Loads of Hope has provided free laundry services
to families and relief workers in the wake of major disasters, including
Hurricanes Katrina, Gustav and Ike, the California wildfires and the floods in
Fargo, ND. The Tide Loads of Hope t-shirts, made by popular vintage tee brand
Junk Food Clothing, were created to provide consumers with a way to get
involved and help support the program through their purchase.

"Over the past four years, we've witnessed the devastating effects of natural
disaster and through Tide Loads of Hope we've learned that little things, like
clean clothing, can make a big difference for those in need," says Suzanne
Watson, Tide Associate Marketing Director. "We're excited to launch the 1,000
Load Challenge to continue our efforts to support families affected by natural
disaster, and rally the support of people across the country. Every t-shirt
purchase helps to make a difference."

People can also get involved by purchasing specially-marked bottles of Tide
detergent, identifiable by their distinct yellow cap and front label featuring
a collage of the "faces of hope:" people who have persevered after
experiencing the devastation of a natural disaster in their community. 10
cents from every purchase goes toward helping families affected by disasters.

The Tide Loads of Hope program features a truck outfitted with 32
energy-efficient Frigidaire® Affinity(TM) washers and dryers that can do 300
wash and dry cycles a day (the average American family does 392 loads per
year). The program has also expanded to include a fleet of vans that can pick
up and drop off laundry to local laundromats. Relief workers, first responders
and individuals in areas affected are able to drop off their laundry to be
washed, dried and folded by the Tide Loads of Hope team, free of charge. The
truck and vans are implemented after consultation with disaster relief
agencies and local emergency management officials when significant disasters
occur and there is a widespread need for clean clothing.

Tide Loads of Hope first launched in the wake of Hurricane Katrina in 2005 to
provide clean clothes for affected families in New Orleans. The resilience and
spirit of the people of New Orleans inspired Tide to expand the program and to
provide laundry service to help families nationwide. To date, Tide has washed
over 30,000 loads of laundry for more than 20,000 families.

For more information on Tide Loads of Hope or to purchase a vintage tee as
part of the "1,000 Loads Challenge," please visit www.tideloadsofhope.com. You
can also follow Tide Loads of Hope on Twitter at
http://twitter.com/TideLoadsOfHope or become a fan on Facebook at
http://www.facebook.com/Tide.

About Tide®
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.

About Feeding America
Feeding America provides low-income individuals and families with the fuel to
survive and even thrive. As the nation's largest domestic hunger-relief
charity, our network members supply food to more than 25 million Americans
each year, including 9 million children and 3 million seniors. Serving the
entire United States, more than 200 member food banks operate 63,000 agencies
that address hunger in all of its forms. For more information on how you can
fight hunger in your community and across the country, visit
www.feedingamerica.org.

SOURCE Procter & Gamble

Christina Saunders, Procter & Gamble/Tide, +1-513-983-7987,
saunders.c.2@pg.com; Joanna Kelsey, DeVries Public Relations, Office:
+1-646-253-0205, Cell: +1-914-262-8944; jkelsey@devries-pr.com; Ross Fraser,
Feeding America, +1-312-641-6422, rfraser@secondharvest.org