Tide VIVID, Betty's Little White Outfit.

Tide ® has enlisted the help of actress Betty White, the ultimate Hollywood rule breaker, to spread the word that Tide® is reintroducing its Tide plus Bleach Alternative detergent as Tide VIVID White + Bright. The new name is designed to communicate the product benefit of keeping white clothing vivid and bright, wash after wash. Together, Betty and Tide will show people across the country that they can disregard all the rules they previously subscribed to when wearing white - like not playing outside or eating messy food - and feel confident knowing they can trust their white clothing care to Tide VIVID White + Bright.

While Betty is known for being a rule breaker, she does stick to a few of her own—one of which is that she doesn’t use Facebook. But now, in the spirit of the campaign, Betty is breaking her own rule and will stream live to Tide’s Facebook page to answer questions from fans about “breaking the rules of white” on August 23 ^rd. Fans of Betty and Tide can begin submitting questions for Betty to answer starting August 13 ^th via Tide’s Facebook page (Facebook.com/Tide). They can also submit questions via Twitter by tweeting @Tide with the hashtag #AskBetty. Everyone is then encouraged to tune in on August 23 ^rd to interact with Betty live on Facebook.

Additionally, Betty will appear in national television and online advertising for Tide VIVID White + Bright, as well as on in-store materials wherever the product is sold. The ads capture the humor and mischief that Betty is known for and highlight how she “breaks the rules of white” while using Tide VIVID White + Bright.

“I’ve never been one to follow the rules. I don’t pay attention to what people say I should do and always do what makes me happy—like continuing to act at the age of 90!” says Betty White. “I have used Tide forever and I’m excited to work with them to get other people to do the things they love while wearing white. I absolutely love wearing white and I am so pleased that I now can do all the things I love while wearing it without having to worry. I’ve even decided to break one of my own rules and go on Facebook to show everyone how easy rule-breaking can be with Tide VIVID White + Bright.”

“We are thrilled to be working with Betty because she truly embodies the way we want people to feel when they trust their clothing to Tide VIVID White + Bright,” says Raquel Rozas, P&G Brand Manager for Tide. “People should be able to enjoy themselves and embrace wearing the color white without having to stick to self-imposed rules while wearing it. We’re so excited that Betty is breaking her own rule of staying away from Facebook and joining us on Tide’s page to help spread the word about Tide VIVID White + Bright and encourage people to feel confident while wearing white. Fans are going to be able to interact with her in a way they never have before.”

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