‘La Reina Del Pueblo’ Graciela Beltran and Tide(R) to Give Serenades Honoring...

‘La Reina Del Pueblo’ Graciela Beltran and Tide(R) to Give Serenades Honoring Hispanic Moms in Los Angeles; Initiative Aims to Celebrate Mother’s Day by Honoring Women in Los Angeles as Part of the ‘Tide Thank You’ Campaign



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Los Angeles, CA–(HISPANIC PR WIRE – BUSINESS WIRE)–May 9, 2006–Procter & Gamble (P&G) (NYSE:PG) and its Tide brand announced today that as part of its “Tide Thank You” campaign and to recognize the hard work and positive impact that women have on their families, they will honor Latina mothers with the “Tide Thank You Serenades” in Los Angeles, CA.

Music is an important component in the lives of Hispanics; it is a vehicle to express emotions and to celebrate a loved one. The Tide Thank You Serenades aim to thank, celebrate and recognize the important role that Hispanic mothers play in ensuring their families’ well-being.

The serenades will take place on May 9th and 10th at two Laundromats: Laundromat/mall name at 1017 Martin Luther King and on May 10th at Laundromat /mall name 5323 S. Western Avenue, Los Angeles, CA from 11:00 a.m. to 2:00 p.m. The Laundromats were selected as venues for these events because taking care of the clothes of their loved ones is at the top of a mom’s to do list. A visit to a Laundromat is an important part of a Hispanic mother’s routine, a natural location to bring the celebration to her.

During these two events, all participating women will have the opportunity to enjoy a Serenade by popular Mexican singer Graciela Beltran “La Reina del Pueblo”, take pictures with her, receive flowers, and special prices.

“I felt deeply honored when Tide contacted me to be a part of this beautiful campaign. I am personally grateful to my mother, we have a very close relationship and I can not think of a better way to give her thanks and celebrate her than with my music”, said Graciela Beltran. “One of my dreams is to have four kids and to take care of them with the same love and dedication Hispanic moms give their families.”

Hispanic women put special interest in making sure their families look their best. They work tirelessly making sure that their loved ones are cared for and, in most cases, they do their laundry and other chores to ensure their husband shirts and kid’s school clothes and uniforms are always clean and ironed. They pride themselves in the impeccable image of their loved ones.

According to research conducted by Tide, the average US Hispanic woman spends over 2-3 hours taking care of her family’s laundry, washing an average of 4 washing machine loads per week. The research also shows that 99% of Hispanic women in Los Angeles don’t get any household help from others. This number is higher from women in the rest of the nation (89%) where in 4% of cases the spouse helps, in 3% children help.

“P&G and its Tide brand are proud to sponsor this program and recognize Hispanic moms for the important role they play” said Anelsie Ramos, Hispanic External Relations Manager for Tide. “The goal of this initiative is to give something back to our consumers and to celebrate Mother’s day in a very special way, the way Hispanic moms are used to being celebrated in their countries of origin.”

For more information or to make a reservation to attend the Tide Thank You Serenade, please call 1-800-509-0072.

About Tide

Please visit http://www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble (NYSE:PG)

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R) and Clairol Nice ‘n Easy(R). The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

‘La Reina Del Pueblo’ Graciela Beltran and Tide(R) to Give Serenades Honoring Hispanic Moms in Los Angeles; Initiative Aims to Celebrate Mother’s Day by Honoring Women in Los Angeles as Part of the ‘Tide Thank You’ Campaign