Tide Encourages Canadians to Brave the Cold…More Than They Already Do

New Tide advertising campaign challenges Canadians to wash laundry in cold water

TORONTO, Feb. 24 /CNW/ - Winter is upon us and Canadians know better than most what it means to brave the cold. So this year, Tide is challenging Canadians to brave the cold - in the laundry room too - in a new campaign called Brave the Cold. Launched this month, Brave the Cold encourages Canadians to embrace cold water washing with Tide just like they embrace Canadian winters.

While consumers can save up to 70 per cent of energy by washing laundry in cold water compared to washing in warm*, many are still afraid to make the switch.
(*based on conversion from warm/cold to cold/cold cycles for medium loads in a traditional top loading washing machine with an electric water heater)

"When it comes to the cold, Canadians take great pride in their ability to brave chilly weather and we wanted to harness this with the Tide Brave the Cold campaign," said Ryan Engel, brand manager for Tide. "We all embrace our cold Canadian winters, but our research found that only 37 per cent of Canadians are washing their laundry in cold water today, which means there is still a huge opportunity for us to save energy and resources by making the switch to cold. Tide with Actilift gets stains out better in cold water than the next leading brand - so it's easy to switch to cold, save money, save energy and get clean clothes too."

The initiative aims to encourage the feeling of being proudly and genuinely Canadian.  To capture this, the ad was shot outside in Calgary during a weekend when temperatures ranged between minus 10 and minus 17 degrees Celsius.

For further information, visit www.tide.ca.

About Tide®
For 60 years, Tide has been caring for the clothes of Canadian families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.ca 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
Four billion times a day, P&G (NYSE: PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter

For further information:

Victoria Maybee
Procter & Gamble
416.730.4793
maybee.v@pg.com

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