Tide Links Up With Betty White

Tide has enlisted the help of Hollywood’s favorite 90 year old, Betty White, for a makeover on its Tide plus Bleach Alternative detergent. Now, the product will be known as Tide Vivid White + Bright. The new name is designed to communicate the product benefit of keeping white clothing vivid and bright, wash after wash, said the company.

While Betty is known for being a rule breaker, she does stick to a few of her own—one of which is that she doesn’t use Facebook. But now, in the spirit of the campaign, Betty is breaking her own rule and will stream live to Tide’s Facebook page to answer questions from fans about “breaking the rules of white” on Aug. 23. Fans of Betty and Tide can begin submitting questions for Betty to answer starting Aug. 13 via Tide’s Facebook page (Facebook.com/Tide). They can also submit questions via Twitter by tweeting @Tide with the hashtag #AskBetty. Everyone is then encouraged to tune in on Aug. 23 to interact with Betty live on Facebook.

Additionally, Betty will appear in national television and online advertising, as well as on in-store materials wherever the product is sold.

Tide is also releasing Tide Vivid White + Bright Boost, which is designed to give your laundry that extra boost for the peskiest of stains, said the company.