Procter & Gamble’s Tide detergent has teamed up with Twentieth Century Fox’s new film “Ramona and Beezus,” which is set to hit theaters on Friday, July 23rd and stars Selena Gomez and Joey King. The partnership will help to promote both the movie as well as Tide with Acti-Lift technology.
The new campaign was developed around the lead character in “Ramona and Beezus,” Ramona Quimby (played by Joey King), who is full of energy, but tends to make a lot of messes while she is having fun! The new campaign will encourage kids to have fun, but lend a helping hand when it comes to clean-up time.
Tide has titled the new campaign “Style Is An Option, Clean Is Not,” which is an idea they came up with after seeing Ramona’s expressive style, but also her messy antics!
Suzanne Watson, Tide’s Associate Marketing Director for North America, had this to say about the new campaign:
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. 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 to help get those stubborn stains out.
The new partnership will launch today, July 20th, at an event in Madison Square Park in New York City where Tide will sponsor the official premiere of the movie. Also keep a look out because Tide and “Ramona and Beezus” will be teaming up for a number of print ads, cinema ads and more!
Source: Procter & Gamble
