The Tide Keep the Exchange Clean (#KeepitClean) campaign is supported via TV advertisement spots in English and Spanish, showcasing a quick-series of jersey exchanges among soccer fans who are looking to get rid of a jersey that is stained – until the TV spot hero, a young boy, outsmarts them all because he’s able to “Keep the Exchange Clean” with Tide and collect a closet full of jerseys as a result.
The campaign will also extend through a digital and social media campaign including a Tumblr page http://tidekeepitclean.tumblr.com/ that will house all the campaign’s content and user-generated posts, as well as with a Twitter party hosted by Andres Cantor (@AndresCantorGol) and @Tide on June 4 at 8pm ET.
Andres Cantor and Tide will be hosting a #KeepitClean jersey exchange moment on June 5 at 8pm at Soccer Roof Top in Miami, located at 444 Brickell Ave. Andres will honor the jersey exchange tradition with players from a local soccer youth club.
Fans can join the conversation and share their jersey and soccer stories at @Tide, using the hash tag #KeepitClean.
In other P&G news, a new campaign for Tide Oxi is set to debut with HGTV "Property Brother" Jonathan Scott. Stay tuned to Happi.com for the story.