"We built the strategy around leveraging a marquee and newsworthy influencer who could really credential the benefits of Tide plus Febreze Freshness Sport," said Christina Saunders, external relations manager for Tide North America. "With Venus Williams, we felt like she had a unique credibility with her being both a professional athlete and a designer of sports apparel, so it really made her the perfect ambassador for Tide plus Febreze Freshness Sport."
The product launched with an event on February 5, bringing together Williams and some of her celebrity and athlete friends, and Tide is reaching out to media and creating digital elements to "drive awareness and trial for the new product," Saunders said. Tide has a microsite and is on Twitter and Facebook, and has been reaching out to bloggers and national and regional media outlets targeting lifestyle, sports, and families with an active lifestyle.
In addition to Williams, who is doing some interviews, Tide is hopes to finalize a partnership with a fitness expert to also promote the product. DeVries, Tide's AOR, is helping with the campaign.