Tide taps Betty White for Vivid White + Bright relaunch

CINCINNATI — Tide is relaunching its Tide plus bleach alternative detergent with a new name.

Tide Vivid White + Bright is designed to communicate the product benefit of keeping white clothing vivid and bright, wash after wash, the brand said. Tide also is releasing Tide Vivid White + Bright Boost, which is designed to give laundry an extra boost for the peskiest of stains.

As part of the name change, Tide has tapped actress Betty White for its new campaign. White will answer questions from fans about "breaking the rules of white" on Tide's Facebook page on Aug. 23. White also 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.

"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," said Raquel Rozas, Procter & Gamble 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."