Tide Descends Upon Ocean Drive to Celebrate Miami Beach's Unique Style

WHAT

To mark the launch its new campaign, "Style is an Option. Clean is Not," Tide presents "The Tide Mile of Clean Style," a 3-day event that will celebrate style in Miami and demonstrate how clean is an essential component of great style.

The Tide Mile of Clean Style will take place along Ocean Drive (7^th - 10^th Streets) from February 4^th - 6^th. Activities will be open to the general public and will include:

•-          Opportunity to meet and get style advice from Jorge Ramón

•-          The "Tide Everyday Runway," where you can make a style statement, show off your own personal style and get your photo taken

•-          An "Apparel Creation Station" where you can help custom design your own t-shirt

•-          Visit the Tide Loads of Hope truck and purchase a Loads of Hope vintage tee to help support disaster relief efforts in Haiti

•-          Get clothing care tips from experts, while inputting your very own stain-fighting solution into Tide's new iPhone app, the Tide Stain Brain

•-          Take home your favorite Tide products to help care for that style you love

WHERE

Ocean Drive

7^th to 10^th Streets

WHEN

CELEBRITY STYLIST JORGE RAMÓN

Thursday, February 4, 12 PM - 4 PM at the Tide Everyday Runway

Saturday, February 6, 12 PM - 4 PM at the Tide Everyday Runway

Open to the public Thursday, February 4 - Saturday, February 6, 2010

11:00 AM - 9:00 PM

ABOUT

Jorge Ramón

A true believer that personal style is a statement, Jorge has been in the fashion arena for over 10 years as fashion director, celebrity stylist and TV personality.  Ramón has always been intrigued by fashion, and recognized early on that personal style conveys to the world one's very own "style story."

Tide

Tide's new advertising campaign celebrates the diversity of style in America and reminds consumers of the important role that Tide's impeccable clean plays within personal style. In other words, what you wear is up to you. Keeping it looking its best is up to Tide.  The inspiration behind the new campaign is that whatever your style choices may be, clean is always a mandatory. Because when clothes don't look their best, whatever you're trying to express can be lost in translation.