P&G and Canadian Living Partner to Promote the Changing Tide



    Tide, Canada's best-selling brand of laundry detergent, joins forces with
    Canadian Living, Wal-Mart and Whirpool Home Appliances to give away an
    eco-friendly laundry room

    TORONTO, Oct. 29 /CNW/ - Tide, Canada's best-selling laundry detergent
and one of the most trusted names in fabric care, is partnering with Canadian
Living, Whirlpool Home Appliances and Wal-Mart to give away an eco-friendly
laundry room.
    The contest, launching in Canadian Living's November issue, is part of a
consumer awareness campaign for Procter & Gamble's liquid laundry products. As
of spring 2008, all P&G liquid laundry products, including Tide, Gain and
Cheer, will be converted to a 2X concentrated formula. The new products will
use up to 22 to 43 per cent less plastic in the packaging and 42 per cent less
water in the manufacturing process(1). Tide for high-efficiency washers is
already available in the 2X concentrated formula.
    "We're pleased to be partnering with one of Canada's premiere lifestyle
magazines on this project," says Lee Bansil, P&G Canada. "We view
sustainability as an opportunity for product innovation and engagement with
our customers. Our partnership with Canadian Living provides another way we
can open a dialogue with consumers about the environment."
    As part of the contest, Canadian Living decor editor Karen Kirk and a
Tide-branded information booth are touring consumer shows across the country.
Kirk is providing show attendees with tips to make the laundry room more
eco-friendly. "It's amazing the difference little changes can make," says
Kirk. "From washing in cold water to using high-efficiency equipment, the
laundry room is a place where consumers can easily reduce their impact on the
environment." Retail partner Wal-Mart supplied accessories for the booth,
while Whirlpool Home Appliances provided a Duet front-load washer/dryer.
    "Wal-Mart has committed to three sustainability goals: generating zero
waste, using 100% renewable energy, and offering Canadian customers more
sustainable products," said Mike Dombrow, Wal-Mart Canada's marketing
director. "In the liquid laundry category, we have committed to the
environment by setting a deadline of May 2008, after which we will only sell
concentrated products."
    In addition to a year's supply of Tide and Downy and a year's
subscription to Canadian Living, the grand prize winner will win(*) an ENERGY
STAR-rated, high-efficiency Whirlpool Duet front-load washer and matching
dryer and $1,000 in accessories from Wal-Mart. The prize is valued at
CDN $4,335.

    About Procter & Gamble

    Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Always(R),
Pantene(R), Mach3(R), Bounty(R), Pringles(R), Swiffer(R), Folgers(R),
Charmin(R), Downy(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R),
Olay(R), Clairol Nice 'n Easy(R), Herbal Essences(R), Head & Shoulders(R),
Gillette(R), and Braun. The P&G community consists of almost 140,000 employees
working in over 80 countries worldwide. P&G is the leading consumer products
company in Canada with over $2.7 billion in annual sales. Please visit
www.pg.ca for the latest news and in-depth information about P&G and its
brands.

    (*) No purchase necessary. Contest closes January 31, 2008. Skill testing
question required. Limit one entry per household. For rules and entry details,
see www.CanadianLiving.com.

    (1) Based on the product formula for Tide





For further information:

For further information: Louise Armstrong, Martin Waxman, Palette Public
Relations, (416) 703-9859 x 12, 11

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