Taking Advantage of Super Bowl, Tide Launches New Athlete-Targeted Detergent

By D. Channing Muller February 8, 2010, 5:12 PM EST

A guest practicing his serve at Tide's branded tennis court

Photo: BizBash

Leveraging the many sweaty athletes in town over the weekend, Tide launched its new Tide Plus Febreze Freshness Sport laundry detergent with an activity-filled party atop the W South Beach on Friday afternoon. BMF Media Group produced the event, staging four sports activations—a football throw, three-hole putting green, basketball shoot-out, and tennis target practice—each branded with the new detergent's logo on the hotel's rooftop tennis and basketball courts.

Brand ambassador Venus Williams hosted the party, and doled out tennis tips to guests. “Venus is the perfect ambassador for Tide plus Febreze Freshness Sport because she and Tide share the belief that being able to keep clothes clean and fresh should never come between you and your style—on or off the court,” said Suzanne Watson, associate marketing director for North America Tide, in a press release.

Williams is also participating in the company's online “Design A Look” competition that challenges consumers to design a tennis outfit that will inspire an outfit she will wear in a tournament later this year.

Nearly 500 people attended the four-hour event, which featured entertainment from DJs Irie, Pete Wentz from Fall Out Boy, and Solange Knowles.

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