CINCINNATI — Tide® laundry detergent and retail giant Walmart have entered into a joint effort to promote to consumers a more sustainable, eco-friendly choice when doing laundry: washing in cold water.
The multi-month campaign is to include in-store product sampling and demos, digital advertising, in-store signage, social media promotion and more to help establish cold water as an “eco-habit,” while underscoring the benefits of cold-water washes.
Americans do over 30 billion loads of laundry year, and Tide is aiming to turn 75% of laundry loads in North America to cold-water washing by 2030.
“Consumers don’t have to choose between energy-intensive hot and warm water and a deep clean,” says Todd Cline, senior director of sustainability, North America Fabric Care at Procter & Gamble. “With a product that delights in cold and the right partners to help spread the message, we can meaningfully move the needle.
“Ninety percent of Americans live within 10 miles of a Walmart store. As Tide’s latest formula upgrade hits shelves to deliver a powerful clean even in cold water, collaborating with Walmart to amplify the benefits of cold wash with Tide is an extremely impactful way to drive cold-water trial and adoption.”
Walmart’s collaboration accelerates a Tide-led coalition of brands and organizations touting the benefits of cold water in a push to make it the new standard, joining the ranks of the World Wildlife Fund, HanesBrands, and several appliance manufacturers.
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