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Tide plus Febreze Freshness Sport designed for active wear garments.
February 10, 2010
By: TOM BRANNA
Editor
Procter & Gamble has added new player to its detergent lineup: Tide plus Febreze Freshness Sport, a detergent designed to help remove stains and odors from active wear garments. To promote the new launch, P&G has teamed with tennis superstar Venus Williams, who is also an apparel designer. “This product was developed to help address the torture test cleaning and freshness challenges that some of the new technology fabrics for active wear present. Because this product can help solve tough cleaning and freshness issues, it also works well on all loads of laundry,”said Suzanne Watson, associate marketing director, North America Tide. “Venus is the perfect ambassador for Tide plus Febreze Freshness Sport because she and Tide share the belief that being able to keep clothes clean and fresh should never come between you and your style – on or off the court.” In addition to appearing in television, print and in-store advertising, Williams will be featured on the Tide plus Febreze Freshness Sport website at www.tide.com/Venus in a promotion that challenges consumers to design a tennis outfit for tournament play. The winning look will inspire an outfit that Williams will wear at a major tennis tournament in 2010. Tide plus Febreze Fresh Sport, which can also be used on regular clothes, will be available nationwide. It will compete with niche brands including Win detergent and Dry, Inc.’s ProWash.
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