Tide Coldwater Launch Backed by Direct Reponse TV Advertising From Red

Tide Coldwater, the first detergent specially formulated to deep clean in cold water launched a direct response campaign on national cable. Commercials creadted, produced by Red focused on deep cleaning power plus lower energy bills.

FOR IMMEDIATE RELEASE

Cincinnati, Ohio (PRWEB) August 3, 2005 --- Tide Coldwater, the first detergent specially formulated to deep clean all laundry in cold water, launched a direct response campaign on national cable television. The campaign augmented general advertising that introduced the product.
   
The direct response commercials, which described Tide Coldwater as a revolutionary product, showed how consumers using the new Procter & Gamble detergent not only benefited from deep cleaning and superior fabric care, but also enjoyed significant energy savings.

The new commercials also advised consumers that Tide Coldwater removes tough stains in cold water -- even on white garments. The spots concluded with a free sample online offer.

The direct response assignment was created and produced by Red, Cincinnati-based marketing and production company. Said Red CEO Anne Chambers: Our aim for clients is to create what we call 'Quality Aware Consumers. By delivering longer format, education-based messages we generate consumers who comprehend and believe in the brand offering and act accordingly when they shop."

About P&G: 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(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Clairol Nice 'n Easy(R), Head & Shoulders(R), and Wella(R). 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.

Add 1/Tide Coldwater

About Red: A marketing and television production company, Red (www.redbeyond.com) is primarily focused on creating Quality Aware Consumers, who understand and believe in the brand. A pioneer and the leader in brand response TV advertising (BRTV), Red employs longer format messages of 60 and 120-second duration that combine a brands core equities along with fundamental elements of traditional direct response television. Reds campaigns deliver exponential retail sales results for major national products. Red offers clients strategic planning, creative development, consumer insight research, production, post production and results measurement from its headquarters in Cincinnati, Ohio.

CONTACT:
Paul Spindler or Bob Grossman
Paul Spindler Company
310-286-0102

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