Tide Partners With Twentieth Century Fox's 'Ramona and Beezus' to Promote Acti-Lift™ Technology

Tide and Family Film Aim to Foster Children's Creativity and Self-Expression

"Ramona and Beezus," starring Joey King and "Wizards of Waverly Place's" Selena Gomez, in Theaters Everywhere July 23

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Jul 19, 2010, 01:58 ET

CINCINNATI, July 19 /PRNewswire-FirstCall/ -- Procter & Gamble's (NYSE: PG) iconic detergent brand Tidehas announced a partnership with Twentieth Century Fox's summer family film, "Ramona and Beezus," which debuts in theatres on July 23. Through a multi-faceted marketing partnership, Tide with Acti-Lift technology and "Ramona and Beezus" will encourage kids across the country to have fun and express themselves both through what they wear and what they do...even if it means getting a little messy.

In "Ramona and Beezus," the adventures of young Ramona Quimby (newcomer Joey King) and her big sister Beezus ("Wizards of Waverly Place's" Selena Gomez) come to life on the big screen. Ramona's vivid imagination, boundless energy, and accident-prone antics keep everyone she meets on their toes. But her irrepressible sense of fun, adventure and mischief come in handy when she puts her mind to helping save her family's home.

As part of the campaign to support Tide's Acti-Lift technology, the partnership with "Ramona and Beezus" -- based on the popular Beverly Cleary children's book series -- was inspired by the tendency of the movie's lead character, Ramona, to get herself into messy situations. Ramona's lively imagination is also reflected in her unique and colorful clothing choices. Her expressive style is also at the heart of the idea behind Tide's recently launched advertising campaign: "Style Is An Option, Clean Is Not."

"Tide with Acti-Lift is designed to soften and break up dry stains, lifting them off with ease...and as Ramona reminds us, kids get plenty of stains," said Suzanne Watson, Tide Associate Marketing Director, North America. "We are thrilled to partner with 'Ramona and Beezus' as we hope to encourage moms to let their kids have fun and 'color outside the lines' in life...Tide with Acti-Lift will be to help get those stubborn stains out."

GET MESSY WITH TIDE & "RAMONA AND BEEZUS"

The multi-faceted partnership will launch with a consumer event in Madison Square Park in New York City on July 20. Included in the event will be the Tide-sponsored official premiere of "Ramona and Beezus." Subsequent regional events for consumers will be held in Los Angeles, Chicago, Dallas, and San Jose over the course of two weekends following the film's release. In addition, co-branded marketing efforts for Tide and "Ramona and Beezus" will include print and cinema advertising, iMedia, and public relations support.

TIDE'S ACTI-LIFT TECHNOLOGY

Tide's Acti-Lift technology is designed to soften and break up dry stains, lifting them off with ease. A select group of Tide detergents will includes the Acti-Lift technology. The components of Acti-Lift consist of:

Cleaning enzyme -- helps provide deep cleaning of fibers so stains lift off easily
Cleaning polymer -- designed to boost Tide's already great cleaning surfactant to help break-up dry stains and lift them from fabrics
Whiteness booster -- helps to give a great whiteness result -- even in just one wash

For additional information on "Ramona and Beezus," please visit www.ramonaandbeezus.com. For additional product information, please visit www.tide.com.

About Tide®

For almost 60 years, Tide has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Fox Filmed Entertainment

One of the world's largest producers and distributors of motion pictures, Fox Filmed Entertainment produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of FFE: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International, and Twentieth Century Fox Animation.

About Walden Media

Walden Media specializes in entertainment for the whole family. Past award-winning films include: "The Chronicles of Narnia" series, "Journey to the Center of the Earth," "Nim's Island" and "Charlotte's Web." Upcoming films include "Ramona & Beezus" starring Selena Gomez, the Sundance Audience Prize Winning documentary "Waiting for 'Superman'" and the third installment in the Narnia series "The Chronicles of Narnia: The Voyage of the Dawn Treader."

SOURCE Procter & Gamble