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P&G's Safe Home Campaign Continues

July 11, 2013

Packaging change for Tide Pods, spokesperson.

In what the company is calling its latest effort to educate consumers on the importance of home safety, Procter & Gamble is rolling out the next phase of its Safe Home campaign. The Safe Home program aims to educate consumers on the correct use and storage of household cleaning and fabric care products, starting with a national spokes spokesperson as well as a packaging change for Tide Pods, its single-load liquid laundry pacs.

Earlier this year, P&G Safe Home forged a multi-year alliance with the American Academy of Pediatrics (AAP; the organizations have been working together to equip parents with safety information and tools they need to have a safe and healthy home.

P&G will be partnering with Dr. Alanna Levine, a New York-based pediatrician and member of the executive committee of the American Academy of Pediatrics’ council on communications and media. Dr. Levine will be the national spokesperson and ambassador for the Safe Home program working with P&G to continue to spread the word on the importance of and necessity for home safety, both with media and consumers.

Tide Pods’ redesigned packaging started hitting shelves this spring and summer. The product’s packaging for both the tub and bag containers has transitioned to an opaque one.

P&G also offers a safety latch to child-proof cabinets and drawers where household cleaning and fabric care products are stored. Also available through the Safe Home Program, a Tide Pods tub over-the-lid re-sealable educational sticker that is intended to educate consumers on the correct storage and handling of the product. These complimentary tools are available at

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