Tide encourages NFL fans to show their colors

CINCINNATI — Tide is celebrating its continued partnership with the National Football League with its "Show Us Your Colors" campaign.

As part of the campaign, 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.

In addition to the videos, the partnership between Tide and the NFL also will 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 Sept. 5. Tide also will be offering special NFL-themed packaging, featuring a wide range of teams, fans and players. 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.

"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, VP fabrice care for Procter & Gamble's North America division. "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."