Stay Cool with Tide Coldwater High-Efficiency



    
    New detergent helps consumers reduce their environmental and energy
    impact in the laundry room
    

    TORONTO, Aug. 19 /CNW/ - Two years ago, Tide launched Tide Coldwater
detergent, paving the way for Canadian consumers to reap the energy and
cost-saving benefits of washing their clothes in cold water, without
sacrificing quality. Last year's launch of Tide High-Efficiency detergent
helped them to take advantage of their investments in front-loading washers.
Now, with the launch of Tide Coldwater High-Efficiency detergent, Canadians
can reap both benefits of washing in cold water and using high-efficiency
machines.
    "A recent survey revealed that nearly nine in ten Canadians felt it was
either very or somewhat important to use an environmentally-friendly laundry
detergent," says Robert Pettifer, product research at Procter & Gamble. "The
reality is, when it comes to laundry behaviour, the ability to make a
difference is in the hands of the consumer: Two of the best things you can do
when washing your clothes is to wash in cold water and use a high-efficiency
machine."
    According to Pettifer, like switching to compact fluorescent light bulbs
or using cloth grocery bags, "these changes are easy to incorporate into our
lives because they involve something you would be doing anyway."
    A Leger survey, sponsored by Tide Canada, revealed that Canadians have
embraced cold-water washing with 82 per cent agreeing that washing in cold
water can be just as effective as washing in warm or hot water. However, while
30 per cent of the respondents currently use a high-efficiency washing
machine, only slightly over half are aware that they need to use a
specially-formulated detergent for best results.
    Tide Coldwater High-Efficiency is formulated specially for HE machines to
create few suds and disperse quickly to help get optimal cleaning performance
with only 20 per cent to 66 per cent of the amount of water used in
traditional machines.(xx) It also contains added ingredients to help consumers
achieve excellent cleaning results in cold water washing conditions.
    Making the switch from warm/cold cycles to cold/cold cycles with Tide
Coldwater HE can save 50 per cent of the energy in every load. And even
better, consumers can do 3 washes in cold for the same energy of one wash in
hot. For consumers who still have a traditional top loading machine and an
electric water heater, they can save up to $53 per year in energy just by
switching each load to cold/cold cycles with Tide Coldwater versus washing in
warm/cold cycles.
    Tide Coldwater and NEW Tide Coldwater HE are available in Canada in mass,
drug and grocery stores for a suggested retail price of $8.99(*) for 1.47 L (26
loads). Visit www.tide.com for more information.

    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), 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.

    
    (*)Pricing is at the sole discretion of the retailer.
    (xx)Source: SDA

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    




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For further information: Louise Armstrong, Michelle Yeh, Palette Public
Relations, (416) 703-9859 x 12, 22

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