Tide® Introduces New Yellow-Capped Bottle With A Portion of Proceeds Aiding Families Affected by Natural Disasters

Tide's Loads of Hope Program Continues Mission to Offer Free Laundry Service to Families in Need

Cincinnati, OH (May 1, 2009) /PRNewswire/ — Tide® laundry detergent has launched a new specially marked, Yellow Cap bottle of Tide with10¢ from every purchase going toward helping families affected by disasters. Dedicated to providing clean clothes to help renew a sense of hope to families affected by natural disasters, the Tide Loads of Hope program has provided free laundry service to families and relief workers for the past three years following major disasters, including Hurricane Katrina and the California wildfires.

Natural disasters are becoming more and more prevalent within the United States, with 75 disasters declared by FEMA in 2008 aloneⁱ, the most ever recorded in United States history. Last year, more than 5 million American families were evacuated or displaced due to natural disasters in the continental U.S.ⁱⁱ There are six weather events that commonly affect American families every year – Hurricanes, Tornadoes, Earthquakes, Floods, Wildfires, and Winter Storms.

"Natural disasters can affect anyone, anytime," says Kash Shaikh, Tide External Relations Manager. "As we've continued to expand our program over the past three years, we've seen first-hand how these events impact Americans from coast to coast, regardless of race, age, gender, or socioeconomic status. And now, in a difficult economy, it will be even harder for families to get back on their feet, so we're committed to doing our small part to provide clean clothes and hopefully help renew a sense of hope."

Tide will continue its work with long-time partner Feeding America – formerly America's Second Harvest and the nation's largest domestic hunger-relief charity – to bring the Tide Loads of Hope program to areas impacted by natural disasters such as hurricanes, floods, or wildfires. The specially-marked bottles can be easily identified in-store by their distinct yellow cap and front label featuring a collage of the "faces of hope," people who have persevered after experiencing the devastation of a natural disaster in their community.

"After three years of sharing in people's efforts to rebuild after major storms like Hurricane Katrina and Hurricane Ike, we've learned that the little things, like clean clothes, can make a big difference for those in need," says Suzanne Watson, Tide Associate Marketing Director. "We are so excited to share the launch of this new bottle of Tide with consumers so they can be a part of this worthy cause to help families dealing with the sudden devastating effects of a natural disaster. With every purchase consumers can help make a difference."

By purchasing a yellow-capped bottle of Tide, consumers will join the Loads of Hope team and become a partner in continuing the program's work throughout the country. Consumers can get even more involved by logging on to tideloadsofhope.com to enter the cap code from their bottle and send messages of hope for people who are still getting back on their feet, as well as hear stories of perseverance from people in the initial days after a storm. On this site, people can also join Tide in its effort by purchasing a Tide Loads of Hope vintage t-shirt. The tees are available for $20 and all profits also go towards helping families affected by disasters.

"Feeding America is committed to helping those displaced in times of disaster, as well as to the volunteers and disaster relief workers who work long, hard hours to help affected communities recover," said Vicki Escarra, President and CEO of Feeding America. "During the effort to help New Orleans and the Gulf area in the aftermath of Hurricane Katrina, we learned how difficult and miserable it is to not have access to clean clothes and fresh linens. Tide Loads of Hope has been a trusted partner in restoring some of the comforts of home to so many communities in recent years, and we are extremely grateful to them for this wonderful and much-needed service."

The Tide Loads of Hope Truck is currently in Fargo, ND to help the relief workers and residents of the Red River Valley area who have been affected by the recent flooding. The truck will be providing free laundry service from Monday, April 27th through Wednesday, May 6th between 8AM and 6PM each day. You can follow the Tide Loads of Hope truck while it is in Fargo and as it travels to other areas throughout the country affected by natural disaster on Twitter at http://twitter.com/TideLoadsOfHope.

The Tide Loads of Hope program features a truck outfitted with 32 energy-efficient washers and dryers that can do 300 wash and dry cycles a day (the average American family does 392 loads per year). The program has also expanded to include a fleet of vans that can pick up and drop off laundry to local laundromats. Relief workers, first responders, and individuals in areas affected are able to drop off their laundry to be washed, dried and folded by the Tide Loads of Hope team, free of charge. The truck and vans are implemented after consultation with disaster relief agencies and local emergency management officials when significant disasters occur and there is a widespread need for clean clothing.

Tide Loads of Hope first launched in the wake of Hurricane Katrina in 2005 to provide clean clothes for affected families in New Orleans. The resilience and spirit of the people of New Orleans inspired Tide to expand the program and bring laundry service to try and help families nationwide. To date, Tide has washed nearly 30,000 loads of laundry for more than 20,000 families.

For more information on Tide Loads of Hope or to purchase a vintage tee, please visit tideloadsofhope.com.

About Tide®

For over 60 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide with Bleach Alternative, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more.

About Feeding America

Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation's largest domestic hunger-relief charity, our network members supply food to more than 25 million Americans each year, including 9 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks operate 63,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit www.feedingamerica.org.