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New 'colors' promotion for brand.
April 22, 2013
By: TOM BRANNA
Editor
In celebration of the 2013 NFL Draft, Tide will offer an endorsement deal to the first player drafted to each of the 32 NFL teams in celebration of their new colors. Tide will also be rewarding fans with a unique gift that will be delivered via Twitter by each of the contracted rookies during the first and second rounds of the Draft. The rookies will also ask the fans to share what team colors mean to them by tweeting out using #AboutOurColors. “The NFL Draft is a special moment when these rookies get their colors for the first time, and Tide is proud to help them celebrate it,” said Chris Lillich, Associate Marketing Director, North America Laundry at Procter & Gamble. “But no one in the NFL community knows what colors truly mean more than the fans. In many cases, fans are born with these colors and wear them proudly through every phase of their life. For that reason, we are asking the fans to share what the colors mean to them.” Tide has partnered with Eric Fisher, a top prospect in the 2013 NFL Draft and his mom, Heidi, to help spread excitement to all of the athletes who will receive new colors this week and for the fans who are eager to see who the next player to wear their colors will be. Fans can follow Fisher as he tweets about his Draft day experience @Big_Fish79. This marks the second year of Tide’s NFL partnership, one of the NFL’s most unique partnerships since it includes the League rights as well as the rights of all 32 NFL teams. Last season, Tide celebrated colors by creating mini -documentaries to showcase how each of the NFL teams got their colors. These two to three minute mini-documentaries called “Evolution of Colors” can be viewed at www.nfl.com/teamcolors. This is also the start of P&G’s fifth year as the “Official Locker Room Products” of the NFL, which includes Tide as well as Duracell, Gillette, Head & Shoulders, and Old Spice.
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