04.22.24
For Earth Day 2024, Tide and Walmart have forged a joint effort to help Americans make a "smart," more sustainable choice in the laundry room – washing in cold – as consumers continue to express desire for more eco-friendly options.
The multi-month campaign will include in-store product sampling and demos, digital advertising, in-store signage and social media promotion to help establish cold water as the next broadly adopted eco-habit, while underscoring the personal benefits of washing in cold.
The campaign, “Turn to Cold for the Love of…”, kicks off as Tide Pods, Power Pods and Tide liquid laundry detergent receive a formula upgrade delivering what marketers call a "powerful clean in cold," enabling consumers to enjoy the benefits of cold water.
Cold Water Benefits
According to the brand, Tide in cold works on 100% of common stains and helps keep clothes looking like new. Washing laundry in cold water can help save up to $150 a year on energy bills and can save consumers up to 90% energy on average.
Brand officials say the net benefit of cold wash is so significant that Tide has set a goal to turn 75% of loads of laundry in North America to cold water washing by 2030. If successful, the move would avoid 27 million metric tons of CO2 emissions, or the equivalent energy savings to powering down all of New York City or San Francisco for over a year, per the brand.
‘Tide-Led Coalition’
“Consumers don’t have to choose between energy-intensive hot and warm water and a deep clean. With a product that delights in cold and the right partners to help spread the message, we can meaningfully move the needle,” said Todd Cline, senior director of sustainability, North America fabric care at Procter & Gamble. “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 growing Tide-led coalition of brands and organizations touting the benefits of cold water to help make cold wash the new standard, joining the ranks of World Wildlife Fund, HanesBrands and several appliance manufacturers.