Jumping into the World Cup celebrations, Tide has launched a campaign called "Keep It Clean" to celebrate the traditional jersey exchange and discuss how the laundry detergent keeps clothes clean and ready for the exchange. During a roof top soccer match between two juvenile teams in Miami's Brickell area, Tide explained the initiative and invited media to share "selfies" to win a year supply of laundry detergent. Sportscaster Andrés Cantor, best known for yelling "GOL" when a team scores, was on hand as an official spokesperson for the campaign.
Mr. Cantor shared with the media ways to get children interested in the sport, his predictions for the 2014 games and why it's important for him to be part of the "Keep It Clean" campaign. He then kicked off the jersey exchange and scrimmage between two local children's soccer teams. The event was held at the Soccer Rooftop on Brickell.
After each soccer match, players exchange jerseys as a sign of good sportsmanship and unity. Tide has launched a Tumblr page to house all of the Keep It Clean videos and images http://tidekeepitclean.tumblr.com