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Press release from Business Wire

Tide® Celebrates NFL Team Colors With Unprecedented Offer -- Partnership Opportunity for Each NFL Team's First Picks at the 2013 NFL Draft

<p class='bwalignc'> <i>The proud keeper of your NFL team's colors is encouraging fans to add to the #AboutOurColors discussion on Twitter to show new players what their team's colors mean to them </i> </p>

Monday, April 22, 2013

Tide® Celebrates NFL Team Colors With Unprecedented Offer -- Partnership Opportunity for Each NFL Team's First Picks at the 2013 NFL Draft

09:59 EDT Monday, April 22, 2013

CINCINNATI (Business Wire) -- In celebration of the 2013 NFL Draft, Tide, the proud keeper of your NFL team's colors, 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. Fisher and his mom kicked off the program today by discussing what the colors that he has worn in his football career mean to him and how his mom has been there through it all.

“My life has revolved around the teams I've played football for and the colors I've worn, which is why my mom and I are so excited to partner with Tide, the proud keeper of your NFL team's colors,” said Eric Fisher, NFL draft prospect. “It's hard to believe that my journey has led to being a few days away from hopefully becoming an NFL player. I am so excited at the prospect of wearing an NFL team's colors.” Fans can follow Eric 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.

About Tide

For over 60 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 its cleaning in a variety of products including Tide Pods, Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide VIVID White + Bright, Tide Boost, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more. You can become a fan on Facebook at www.facebook.com/Tide.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Taylor
Jennifer Knoeppel, 212-714-5732
jknoeppel@taylorstrategy.com
or
P&G
Anne Candido, 513-807-2407
candido.am@pg.com

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