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.