Famed Tide to Go(R) Ad Named One of Top Ten Super Bowl Commercials of All Time


“Talking Stain” in Running to Be Named “Top Super Bowl Commercial of All Time”; Consumers to Vote in Online Contest

CINCINNATI, Jan. 23 /PRNewswire/ — Tide to Go’s memorable and award-winning 2008 Super Bowl spot, “Talking Stain,” has been named one of the top ten Super Bowl commercials of all time by CBS’ hour long primetime special, “Super Bowl’s Greatest Commercials 2009.” During the special, which airs January 31st, “Talking Stain” will compete for the number one spot against nine other popular ads from over the years. From now until the airdate, viewers can go to www.cbs.com/tide to watch the commercial and cast their vote for Tide to Go’s “Talking Stain.”

This year, CBS’ show will be hosted by Jim Nantz, Lead Play-by-Play Announcer of THE NFL ON CBS, and co-hosted by Daisy Fuentes, airing Saturday, January 31st (8:00-9:00 PM, ET/PT) on the CBS Television Network. The top three picks will be revealed during the show, and viewers will be able to go online at that time to decide which commercial will take home the ultimate title.

“We are honored that our ad was chosen as one of the top Super Bowl commercials of all time,” said Kevin Crociata, Tide Marketing Director. “Everyone can relate to those embarrassing and inevitable stain moments that can happen when you are at work trying to impress your colleagues, and that’s what makes the commercial resonate so well with viewers.”

Tide to Go’s popular Super Bowl spot, the winner of numerous accolades including number one spot on YouTube’s Ad Blitz, number 10 ad on USA Today’s Ad Meter and a top five ad from the Wall Street Journal, provided a humorous look at the embarrassing consequences of stains by featuring a chattering stain that overshadowed a job candidate’s interview.

When “Talking Stain” premiered during Super Bowl XLII, an accompanying website encouraged consumers to draw inspiration from their own stain-making moments by creating personalized spoofs of the commercial, with one lucky winner promised a spot on national television. Tens of thousands of consumer votes were cast for the top 10 finalists, chosen from 230 entries, and four of the top finalists, including the winning spoof, were shown on Primetime TV last September.

This contest coincides with the recent launch of Tide to Go Mini, which features the same powerful stain fighting formula as original Tide to Go, but is smaller and more portable, easily fitting into small handbags, clutches or pockets. Both Tide to Go and Tide to Go Mini help remove many fresh food and drink stains and are safe to use on most colorfast, machine washable and dry cleanable fabrics. The Tide to Go Mini is available nationwide for a suggested retail price of $2.99 for one pen and $5.49 for a two-pack. Actual prices are at the discretion of individual retailers.

For more information, please visit www.tidetogo.com.

About Super Bowl’s Greatest Commercials on CBS

Super Bowl’s Greatest Commercials 2009 is being produced by IMG Media, Juma Entertainment and Robert Dalrymple Productions. Robert Horowitz and Steve Mayer are the executive producers, and Robert Dalrymple and Tony Lanni are the producers. Paul Miller will direct.

About Tide(R)

For almost 60 years, Tide has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble

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), Gain(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 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Website: http://www.cbs.com/tide/
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Website: http://www.tide.com/
Website: http://www.tidetogo.com/