P&G Touts Tide With R&B Tie-In
Procter & Gamble is promoting its Tide detergent brand via a tie-in with Twentieth Century Fox's property "Ramona and Beezus," which debuts in theatres on July 23.
The campaign is associated with the lead character's propensity to get messy and her colorful clothing choices. It intended to tie in with Tide's "Style Is An Option, Clean Is Not" effort, also featuring eclectic clothing in print and TV creative.
The effort begins with a consumer event in Madison Square Park in New York City on July 20 and sponsorship of the film's premiere. Other events will be held in Los Angeles, Chicago, Dallas, and San Jose, Calif. over the course of two weekends following the film's release.
There will also be co-branded print and cinema advertising, interactive, and PR elements, per P&G.
Recent Marketing Daily Articles
-
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings, up 36% year-over-year, according to ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ... -
Crowne Plaza Measures PGA Tour Sleep Habits May 21, 11:21 p.m.
Just in time for the Crowne Plaza Invitational at Colonial tournament this week, Crowne Plaza Hotels ... -
Dodge Goes Social With 'Defiance' May 21, 4:44 p.m.
Chrysler LLC's Dodge, which has category-exclusive sponsorship of the "Defiance" TV show and online game for ... -
Microsoft Unveils Xbox One May 21, 2:34 p.m.
For a presentation that was obstensibly about a new gaming console, Microsoft’s unveiling of its next-generation ... -
Telematics Ecosystem Booming, But Caution Advised May 21, 2:05 p.m.
The head of marketing for, say, Starbucks, is probably thinking about cars. Specifically, how to go ... -
Sony Touts Ultra High-Definition TVs May 21, 12:19 p.m.
We’ve been through the HDTV era and the 3DTV era -- now get ready for the ...
Be the first to comment on "P&G Touts Tide With R&B Tie-In"
Leave a Comment