Tide® and Andres Cantor, Renowned TV and Radio Sports Personality, Celebrate Sportsmanship of Soccer Jersey Exchange behind Keep the Exchange Clean Program

By Business Wire,  June 04, 2014, 09:00:00 AM EDT

CINCINNATI--(BUSINESS WIRE)-- While fans everywhere are gearing up for their favorite soccer matches, Tide has joined forces with Andres Cantor, Emmy® Award winning TV and radio sports personality, for the Keep the Exchange Clean (#KeepitClean) program, to celebrate the long-standing tradition of jersey exchanges, which brings to life the camaraderie and love of the game that unites all fans.

Dating back to the 1930s, this long-standing tradition trading the post-game, sweaty jersey is done as a sign of respect - and it is a particular ritual that sets soccer apart from other sports. These jerseys become part of a coveted collection that players keep, each with a personal story to share and remember.

"Throughout my long career in sports, I have witnessed many historical moments. When it comes to soccer, it always catches my attention how eager players are to exchange their jerseys, even at half time. Despite hard fought rivalries, this speaks about a great camaraderie about the players and the teams," said Cantor.

"When it comes to soccer, usually the conversation focuses on the teams' rivalries. However, there are other topics and traditions worth highlighting, like the jersey exchange, where teams put their competition aside and honor a game well played," said Raquel Rozas, P&G Brand Manager for Tide. "By joining forces with such a well-known and knowledgeable sports expert like Andres Cantor, we can celebrate this rich tradition and pass on the message of #KeepitClean."

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 today Wednesday, June 4th at 8 pm ET.

Andres Cantor and Tide will be hosting a #KeepitClean jersey exchange moment on Thursday, June 5th at 8 pm 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.

About Tide®

For over 65 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers a portfolio of laundry detergents and additives including Original Ultra Tide Liquid, Tide Pods®, Tide Plus Collection (Tide Ultra Stain Release, Tide Plus Febreze Freshness, Tide Coldwater Clean, Tide Plus a Touch of Downy, Tide Plus Bleach Alternative, Tide Plus Febreze Sport), Tide Boost, Tide Washing Machine Cleaner, Tide Oxi and Tide To Go. Tide offers formulas in liquid, powder and single-use Tide Pods® which provide a clean you can trust. Visit www.tide.com for product information, practical laundry tips, special offers and become a fan of Tide on Facebook (www.facebook.com/Tide) to see our latest offerings.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Andres Cantor

Internationally acclaimed sportscaster, Andres Cantor, has been at Telemundo Network for the last 14 years, bringing with him his unique style, knowledge and energy. Cantor has been described as a key figure in the growing awareness of soccer in the U.S. He was named the 9th most influential person in the game of soccer by Soccer America magazine. His distinguished track record as a sports journalist is highlighted by coverage of eight World Cups (Spain '82, Mexico '86, Italy "90, U.S ‘'94, France ‘'98 and Korea-Japan ‘02, Germany 06, South Africa 2010.)

In addition to his work in television, Cantor is the founder and owner of Futbol de Primera, a Radio Syndication company he started 25 years ago. He is the official partner of FIFA and his radio company controls the rights to all FIFA soccer events including the next three World Cups starting with Brazil 2014. His daily radio program can be heard in over 100 radio stations across the country. In May 2014, he won a Sports Emmy for Spanish language TV personality of the year and that same month was named by FIFA's magazine as one of 11 legendary broadcasters from around the world.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140604005305/en/

Source: Procter & Gamble

This article appears in: News Headlines

Referenced Stocks: PG

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