Chris Lillich of Procter & Gamble: We’ll keep grabbing the market’s attention with creative and innovative campaigns

After screening the new Tide commercial Miracle Stain nationwide during Super Bowl XLVII, Chris Lillich, associate marketing director for North America at Procter & Gamble, spoke with PRODU about the importance of publicizing the brand during the big game after a three-year hiatus, as well as about how we can expect the brand to be marketed to U.S. Hispanics in the future.Miracle Stain is a funny spot that shows why someone might want to keep a stained football jersey away from the stain-removing power of Tide.“Our association with the NFL was a natural step for Tide. For many years team managers have counted on the brand to keep their uniforms clean, and the NFL can be considered one of the definitive tests when it comes to proving the effectiveness of any laundry detergent,” Lillich said.The brand launched the Show Us Your Colors campaign in September 2012 for the entire 2012-2013 NFL season. Its goal is to attract fans by sharing the passion and pride they feel for their elevens and the importance their team colors have for them.With regard to what the brand will do in 2013 in the Hispanic market, Lillich said that with Tide, P&G will continue making every effort to provide consumers with superior quality, higher value products that make everyday life better – and for that reason will keep grabbing the market’s attention with creative, innovative campaigns.