Procter & Gamble's Tide detergent brand has announced a partnership with Twentieth Century Fox's summer family film "Ramona and Beezus," which makes its debut in theaters this weekend.


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Tide promotes Acti-Lift technology with movie tie-in

July 19th, 2010

CINCINNATI – Procter & Gamble's Tide detergent brand has announced a partnership with Twentieth Century Fox's summer family film "Ramona and Beezus," which makes its debut in theaters this weekend.

Through a multifaceted marketing partnership, Tide with Acti-Lift technology and "Ramona and Beezus," which premieres July 23 and stars Selena Gomez, will encourage kids nationwide to have fun and express themselves both through what they wear and what they do, even if it means getting a little messy, according to P&G.

As part of the campaign to support Tide's Acti-Lift technology, the partnership with "Ramona and Beezus" — based on the popular Beverly Cleary children's book series — was inspired by the tendency of the movie's lead character, Ramona, to get herself into messy situations. Ramona's lively imagination is also reflected in her unique and colorful clothing choices. Her expressive style is also at the heart of the idea behind Tide's recently launched advertising campaign, "Style Is An Option, Clean Is Not."

The campaign will launch with a consumer event in Madison Square Park in New York City on July 20. Included in the event will be the Tide-sponsored official premiere of "Ramona and Beezus."

Subsequent regional events for consumers will be held in Los Angeles, Chicago, Dallas, and San Jose, Calif., over the course of two weekends following the film's release, P&G said. In addition, co-branded marketing efforts for Tide and "Ramona and Beezus" will include print and cinema advertising, iMedia and public relations support.

Tide's Acti-Lift technology is designed to soften and break up dry stains, lifting them off with ease. A select group of Tide detergents will include the Acti-Lift technology.

The components of Acti-Lift consist of a cleaning enzyme that helps provide deep cleaning of fibers so stains lift off easily; a cleaning polymer to help break-up dry stains and lift them from fabrics; and a whiteness booster to helps to give a great whiteness result, even in just one wash, according to P&G.

"Tide with Acti-Lift is designed to soften and break up dry stains, lifting them off with ease. And as Ramona reminds us, kids get plenty of stains," commented Suzanne Watson, Tide associate marketing director for North America. "We are thrilled to partner with 'Ramona and Beezus' as we hope to encourage moms to let their kids have fun and 'color outside the lines' in life. Tide with Acti-Lift will be there to help get those stubborn stains out."

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