Television: Starcom MediaVest P&G and Tide, Tide at the daytona 500

StarcomTideWhen a fire broke out on the track during the Daytona 500 last year, a curious thing happened. The crews pulled out huge boxes of Tide detergent to douse the flames and clean up the mess. In an effort to capitalize on the resulting free publicity, Procter & Gamble turned to SMG to help explain what had happened. They aired a 15-second spot featuring Daytona 500 clean-up footage, along with the announcer’s commentary to create relevancy. And just like that, millions of normal American households saw that Tide was the choice for NASCAR and thought, “if it works for them, it will work for me.”

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