Tide to Showcase New ‘Show Us Your Colors’ NFL Marketing Campaign
By Community | September 6, 2012
Tide will showcase their first-ever partnership with the NFL with a new marketing campaign.
The first will be the “Show Us Your Colors” campaign which officially launches on September 9th when Tide takes over Lambeau Field, the home of the Green Bay Packers, to “color out” the season opening game against the San Francisco 49ers.
All fans who attend the game on September 9th will find a free, Tide-branded Packers t-shirt on their seat. Donning the tees between the National Anthem and kickoff, the sea of fans at Lambeau Field will be united in the beloved Packers Green and Gold in a stunning display of the team’s pride for their colors. F
“A full-stadium color out is the ultimate visual of a team’s fans uniting as one to rally their team to victory,” said Kandi Goltz, Game & Fan Development Manager for the Green Bay Packers. “We’re thrilled that Tide, a trusted product of the NFL, is giving this exciting opportunity to Green Bay Packers fans when pride is at an all-time high, as they usher in the start of their season at Lambeau Field.
Throughout the regular season, the “Show Us Your Colors” campaign will feature a number of activities that allow fans to join Tide in expressing the passion they have for their team and their beloved colors.
“NFL fans are life long fans, sporting their team’s colors and cheering them on from as early as they can remember,” said Alex Keith, Vice President P&G Fabric Care, North America. “We’re excited to give them the opportunity to celebrate this dedication in a variety of ways all season long while also showing them that Tide can help keep their team’s colors as vibrant as their passion.”
Starting in September, Tide will release a series of documentary-style videos called “Evolution of Colors.” The videos, which were created in conjunction with NFL Films, tell the story behind the colors of each NFL team and how the colors became what they are today. A video will be created for each of the 32 teams, and they will be gradually released throughout the season on Tide.com and NFL.com. This video series will kick-off at the beginning of the regular season.
A month after the Green and Gold Out in Green Bay, Tide will give NFL fans across the country the chance to capture and share their fervent dedication to their team online. Starting in October, Tide will encourage fans to visit the brand’s Facebook page to share a photo documenting a time they were most proud to wear their team’s colors, such as the first time a newborn wore a jersey of his dad’s favorite team or of a family watching their team win the Super Bowl together. Fans can upload their pictures for the chance to win exciting Tide and NFL related prizes.
The partnership between Tide and the NFL will also be brought to life via other marketing channels, including advertising and packaging. New Tide commercials, focusing on the intense devotion that fans feel for their teams and the theme of “They’re Not Just Colors,” will begin airing nationally on September 5th.
Tide will be offering special NFL-themed packaging, featuring a wide range of teams, fans, and players,at retailers across the country starting at the beginning of the regular season. Towards the end of September, New Orleans Saints quarterback Drew Brees will be highlighted on the Tide with Febreze Freshness Sport Victory Fresh bottles. Additionally, specially designed bottles of Tide Original featuring team logos will be released in select markets and retailers.