P&G Corporate Newsroom

Tide® Challenges Americans to Switch to Cold Water During Earth Week

Give your clothes a brilliant clean while reducing energy consumption

Tuesday, April 22, 2014 10:00 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"By switching to cold water washing with Tide Coldwater Clean®, you can save money on energy and keep your clothes looking newer, longer. We’re challenging people to take the pledge to switch to cold water washing to see the energy savings it can bring, on Earth Day and beyond."

CINCINNATI--(BUSINESS WIRE)--Today Tide® kicks-off its #TurnToCold campaign, which challenges Americans across the country to pledge to switch from hot and warm to cold water washing for one week in support of Earth Day. Washing laundry in cold water with Tide Coldwater Clean® continues to deliver a brilliant clean with the added benefit of creating energy savings that lead to a substantial impact over time. The positive effects of switching to cold water are saving energy and therefore reducing the cost of running your washing machine which leads to an overall reduction in CO2 emissions. The more people who switch, the bigger the impact!

The #TurnToCold campaign encourages people to wash their laundry sustainably by washing at lower temperatures, knowing that Tide Coldwater Clean® is specially formulated to work effectively in cold water for outstanding stain removal and brilliant color protection. Americans can take the week-long pledge on Twitter by retweeting the pledge from @Tide, and following the conversation with #TurnToCold.

“Sometimes cold can be a good thing—in this case, it’s a more energy efficient way to wash clothes while still receiving the brilliant clean people expect from Tide®,” says Karen Klei Schlosser, Associate Marketing Director, P&G North American Fabric Care. “By switching to cold water washing with Tide Coldwater Clean®, you can save money on energy and keep your clothes looking newer, longer. We’re challenging people to take the pledge to switch to cold water washing to see the energy savings it can bring, on Earth Day and beyond.”

As part of the #TurnToCold campaign, five people who take the pledge to wash in cold will be selected at random to have their electricity bills paid for one month.

About Cold Water Washing

Cold water washing can contribute to dramatic energy savings around the US.

  • Switching to cold water washing can save enough energy in 1 year to charge a smartphone for a lifetime.*
  • If all US loads of laundry were switched to cold washing for 1 year, it could power the Empire State Building for up to 86 years.**
  • If all Las Vegas households switched to cold washing for 1 month, it could power the Strip for up to 6 days.***
  • If all US loads were switched to cold washing for 1 year, it could save the same amount of energy as produced for up to 20 months by the Hoover dam.****
  • Cold water washing can save enough energy in 1 year to power a TV for 4 months.*****

About Tide Coldwater Clean®

As a part of the new Tide Plus Collection® which gives consumers the amazing clean of Tide® plus more of the added benefits people love, Tide Coldwater Clean® is specially formulated to give people a brilliant clean and amazing color protection, even in cold water conditions. Switching from washing loads in warm to cold water can save people up to 50 percent on energy bills.

Chat with Tide® and The College Prepster Tonight

Join Tide® for a Twitter party hosted by The College Prepster (@CollegePrepster) tonight at 8:30pm ET by following #TurnToCold to chat about energy savings and learn more about Tide Coldwater Clean®.

For more information, visit www.tide.com

About Tide®

For over 65 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers’ diverse laundry needs, Tide offers a portfolio of laundry detergents and additives including Original Ultra Tide Liquid, Tide Pods®, Tide Plus Collection (Tide Ultra Stain Release, Tide Plus Febreze Freshness, Tide Coldwater Clean, Tide Plus a Touch of Downy, Tide Plus Bleach Alternative, Tide Plus Febreze Sport), Tide Boost, Tide Washing Machine Cleaner, Tide Oxi and Tide To Go. Tide offers formulas in liquid, powder and single-use Tide Pods® which provide a clean you can trust. Visit www.tide.com for product information, practical laundry tips, special offers and become a fan of Tide on Facebook (www.facebook.com/Tide) to see our latest offerings.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

*Based on energy usage to charge an average smartphone battery from 0% to 100% daily and an average US household switching all loads from warm to cold temperature in standard top loading machines with electric water heaters.

**Based on peak electricity demand for the Empire State building and an average US household switching all loads from warm to cold temperature in standard top loading machines with electric water heaters.

***Based on total electricity use in Las Vegas and all Las Vegas households switching all loads from warm to cold temperature in standard top loading machines with electric water heaters.

****Based on average annual energy production of the Hoover Dam and an average US household switching all loads from warm to cold temperature in standard top loading machines with electric water heaters.

*****Based on energy usage of an average television and an average US household switching all loads from warm to cold temperature in standard top loading machines with electric water heaters.

Contact:

For more information, please contact:
P&G
Tracey Long, 513-983-9629
long.tl@pg.com
or
DeVries Global
Jen Ribeiro, 212-546-8577
jribeiro@devriesglobal.com

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Tide Coldwater Clean (Photo: Business Wire)