When Tide hired Betty White for its newest ad campaign it got a bonus—the actress shares a name with the product she's promoting, Tide Vivid White and Bright. "They came to me with the offer and I've had Tide under my sink for years," White told the New York Times. "And with a name like 'White' I thought Tide White and Bright was appropriate." Appropriate indeed. Seven of the 15 laundry detergents recommended by Consumer Reports are from Tide, including the forerunner of Vivid.
The "new" Tide has been around for almost three decades—only a third as long as Betty White—and is being renamed. The original version was called Tide plus Bleach Alternative. Tested under its old moniker, the Tide with bleach was one of the top detergents in our tests for both conventional and high-efficiency washers.
In the commercials, which start airing this weekend, White is seen wearing white in humorous and unlikely circumstances with the tag line "Break the Rules of White. With Betty White." It was White's reputation as a maverick that interested Tide. Ms. White is "the ultimate rule breaker and has always bucked the trends and done her own thing with her signature humor," Susan Young, a creative director at Saatchi & Saatchi, told the Times.
While White once joked that Facebook is a "huge waste of time," she's now starring on Tide's Facebook page, will be featured in a live chat and appears in a version of her television commercial on YouTube. "I'm the luckiest broad on two feet, I'll tell you that," she told the Times.
Via: Tide's new white knight is Betty White
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