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Video: Tide(R) Invites Consumers to Help Renew a Sense of Hope to Communities Affected by Natural Disaster Through the '1,000 Load Challenge'

		Tide Loads of Hope "1,000 Load Challenge" Rallies Nation. (PRNewsFoto/Procter & Gamble) CINCINNATI, OH UNITED STATES

   Tide Loads of Hope launches t-shirt sales drive to benefit victims of
                                  disaster

    CINCINNATI, Nov. 2 /PRNewswire/ -- Continuing its ongoing commitment to
helping those affected by natural disaster, Tide Loads of Hope launched the
"1,000 Load Challenge" to rally Americans to show their support for the
program. Tide is asking consumers around the nation to help them reach a
goal of selling "1,000 loads" of Tide vintage t-shirts. If America reaches
the goal, Tide Loads of Hope will donate $50,000 to its long-time partner
and the nation's largest domestic hunger-relief charity, Feeding America,
to help disaster victims. One hundred percent of the proceeds from the sale
of the Tide Loads of Hope vintage tees will continue to aid families who
have been affected by natural disaster. The tees can be purchased for $20
by visiting http://www.TideLoadsofHope.com.

    To view the Multimedia News Release, go to:
http://multivu.prnewswire.com/mnr/tide/40930/

    (Photo: http://www.newscom.com/cgi-bin/prnh/20091102/NY02885 )

    For the past four years, Tide Loads of Hope has provided free laundry
services to families and relief workers in the wake of major disasters,
including Hurricanes Katrina, Gustav and Ike, the California wildfires and
the floods in Fargo, ND. The Tide Loads of Hope t-shirts, made by popular
vintage tee brand Junk Food Clothing, were created to provide consumers
with a way to get involved and help support the program through their
purchase.

    "Over the past four years, we've witnessed the devastating effects of
natural disaster and through Tide Loads of Hope we've learned that little
things, like clean clothing, can make a big difference for those in need,"
says Suzanne Watson, Tide Associate Marketing Director. "We're excited to
launch the 1,000 Load Challenge to continue our efforts to support families
affected by natural disaster, and rally the support of people across the
country. Every t-shirt purchase helps to make a difference."

    People can also get involved by purchasing specially-marked bottles of
Tide detergent, identifiable 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. 10 cents from every purchase goes toward helping families
affected by disasters.

    The Tide Loads of Hope program features a truck outfitted with 32
energy-efficient Frigidaire® Affinity(TM) 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 to provide laundry service to help families nationwide. To
date, Tide has washed over 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
as part of the "1,000 Loads Challenge," please visit
http://www.tideloadsofhope.com. You can also follow Tide Loads of Hope on Twitter
at http://twitter.com/TideLoadsOfHope or become a fan on Facebook at
http://www.facebook.com/Tide.

    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 Stain Release, 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 http://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 http://www.feedingamerica.org.