Tide gets messy with 'Ramona and Beezus'

CINCINNATI Procter & Gamble's Tide detergent brand has developed a multifaceted marketing partnership with 20th Century Fox's summer family film, "Ramona and Beezus."

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."