/R E P E A T -- Media Advisory/Photo Opportunity - Tide Takes Over Yonge-Dundas Square/



    Launch of Tide Coldwater HE and Stain Release wash your worries away

    TORONTO, Aug. 13 /CNW/ - P&G's Tide is partnering up with Project Runway
Canada's Season two runner-up Jessica Biffi and children's clothing retailer
Gymboree to launch its latest innovation, Tide Stain Release. Tide will also
be launching the much anticipated Tide Coldwater High-Efficiency detergent,
the brand's newest leading tool to help consumers reduce their impact on the
environment.
    Yonge Dundas Square will be transformed into an exclusive fashion event
hosted and styled by Canadian designer Jessica Biffi and Gymboree. Children of
all age groups will take the stage in the latest must-have fashions for the
2010 back-to-school season, along with Biffi's one-time signature kids'
designs created from gently used clothing treated with Tide Stain Release.
Following the fashion show, an ice sculptor will help you 'Stay Cool' by
carving a life-size replica of a high-efficiency washing machine to promote
the new Tide Coldwater High-Efficiency detergent.

    
    What:     Procter & Gamble's Tide launches its two latest products: Tide
              Stain Release and Tide Coldwater HE

              Children's Runway Show featuring exclusive Jessica Biffi
              designs and Gymboree fall fashions

              Ice sculptor will carve a life-size replica of high-efficiency
              washing machine

    Who:      Jessica Biffi

    Location: Yonge-Dundas Square
              South-East corner of Yonge and Dundas Streets

    Date:     Wednesday, August 19, 2009

    Time:     Children's Fashion Show 10:00 a.m. - 11:00 a.m.
              Stay Cool 11:00 a.m. - 1:00 p.m.

    Photo/broadcast/interview opportunities available, including:

    -   Jessica Biffi's one-time only kids' clothing designs
    -   Interview opportunity with designer Jessica Biffi
    -   Children walking the runway showcasing the latest back-to-school
        fashions by Gymboree
    -   Stay Cool consumer giveaways and contests
    -   Photo opportunity with ice sculptor
    





For further information:

For further information: or for media RSVP, please contact: Fashion
Show: Tamar Nersesian, Optimum PR, (416) 969-1291,
tamar.nersesian@cossette.com; Fashion Show: Charlene Lo, Optimum PR; (416)
934-8409, charlene.lo@cossette.com; Stay Cool: Michelle Yeh, Palette PR, (416)
703-9859 ext. 22, myeh@palettepr.com; Stay Cool: Louise Armstrong, Palette PR,
(416) 703-9859 ext. 12, larmstrong@palettepr.com

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Procter & Gamble

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TIDE

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