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
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.
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
Photos/Multimedia Gallery Available:
Source: Procter & Gamble