CINCINNATI: Tide, a Procter & Gamble brand, launched a new product, Tide plus Febreze Freshness Sport, with tennis star Venus Williams, kicking off a holistic campaign including advertising, PR, in-store, and digital elements.

"We built the strategy around leveraging a marquee and newsworthy influencer who could really credential the benefits of Tide plus Febreze Freshness Sport," said Christina Saunders, external relations manager for Tide North America. "With Venus Williams, we felt like she had a unique credibility with her ...