Where were you when the lights went out? Blackout anniversary, hot summer heightens energy concerns

    Cold water washing is a simple way consumers can conserve power in
    their homes

    TORONTO, Aug. 9 /CNW/ - With another summer of record-setting
temperatures and the increased demand on the power grid, Canadians are
reminded that it was just four years ago when North America experienced the
largest power failure in 40 years. Just after 4:15 p.m. on August 14, 2003, a
massive power outage plunged Ontario and parts of the northeast into darkness
for up to two days.
    For many residents of the affected provinces and states, the blackout was
a wake-up call that provided an opportunity for them to review their own
habits and look for ways to conserve energy in their own lives. Some consumers
have been turning down the heat and air conditioning and switching to compact
florescent lights. But there's another simple way for them to reduce their
power consumption in the home: wash their clothes in cold water.
    "Many people don't realize that most of the energy used to wash your
clothes goes to heating the water," says Lee Bansil, director, external
relations, P&G Canada. "Switching to cold water for your wash could save up to
75 per cent of energy per load(*) and in fact, if everyone in Canada switched to
cold water washing for one year, it would save enough energy to light, up to
2.5 million homes."
    Two and a half years ago, Procter & Gamble launched Tide Coldwater
detergent, the first Tide product specially designed for cold water cleaning.
Tide Coldwater's formula delivers a deep clean, even on tough stains, when
used in a cold water wash.
    In 2001, P&G investigated its energy footprint across many of its
business categories and discovered that the laundry category represented the
biggest opportunity for energy reduction. Using heated water in the laundry
machine had the greatest impact on energy use when compared to other product
categories. "That is why the promotion of cold water washing is so important
to us," Bansil adds. "Our research tells us this is an easy way to make a
difference while still getting great cleaning results."
    Tide Coldwater is available in liquid and powder formats where laundry
products are sold for a suggested retail price of $8.99(xx) for 26 uses.

    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

    (*)    Based on conversion from warm/cold to cold/cold cycles and use of
           top loader machine with an electric water heater set at 49 C.

    (xx)   Pricing is at the sole discretion of the retailer.

For further information:

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

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