SOURCE: Procter & Gamble

March 05, 2007 07:00 ET

Cyndi Lauper Records "America the Beautiful" for New Tide® Advertising Campaign

TV Spot for Tide With Bleach Alternative With ColorClean™ Celebrates the Value of "True Colors"

CINCINNATI, OH -- (MARKET WIRE) -- March 5, 2007 -- This spring, Tide® laundry detergent wants America to be beautiful! And to help capture that sentiment, noted recording artist Cyndi Lauper will lend her voice to Tide's new advertising campaign for Tide with Bleach Alternative with ColorClean™. Lauper has recorded the classic, patriotic anthem "America the Beautiful" to be used in a new advertising campaign that will launch nationally on March 5th.

"For decades, Cyndi has created timeless American music, and her spirit, success and role as a mother made her a natural fit for Tide, which has been a laundry room staple across America for more than 60 years," said Suzanne Watson, U.S. Tide Brand Manager.

The 30-second ad depicts Americans celebrating our country's heritage with their true colors: red, white and blue. A full, streaming version of Cyndi's rendition of "America the Beautiful" as well as behind-the-scenes footage from the recording session will be available on tide.com.

"This has been one of my favorite songs since I was nine. I'm honored to be asked to sing it on this occasion," said Lauper. "The line that truly resonates with me is 'And crown thy good with brotherhood.' That's what this country was based on."

To help celebrate our country's true colors, let your patriotic colors shine bright by simply taking care of your fabrics properly. Tide with Bleach Alternative with ColorClean helps to keep America's fabrics beautiful by giving you whiter whites and brighter colors vs. the next leading competitive detergent after 10 cycles -- all in the same wash.

A true original, Cyndi Lauper exploded onto the scene in 1984, winning a Grammy for Best New Artist and selling nine million copies of "She's So Unusual." That album defined her in vivid, unmistakable ways -- but where most overnight sensations would have taken that as their cue to begin repeating themselves, Cyndi made it her habit to chart new directions. From her follow-up, "True Colors," through her most recent project, "The Body Acoustic" in 2005, she traveled myriad avenues as a writer and interpreter of songs.

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 P&G (NYSE: PG)

Two 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®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay®, Head & Shoulders®, and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Editors' Note: Photos are available via the Associated Press Photo Network and on the Internet at Feature Photo Service's link through http://www.newscom.com

Contact Information

  • For more information, please contact:
    Liza Martindale
    DeVries Public Relations
    212-891-0483
    Email Contact