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Now You Can #TideThat



HGTV Property Brother Jonathan Scott partners with Tide Oxi for new campaign.



By Melissa Meisel, Associate Editor



Published June 16, 2014
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Simple Makeover

Assistant brand manager for Tide at Procter & Gamble Ed Brinkman kicked off the tour of editors and showcased some “before and after” examples of what Tide Oxi can achieve.

Product Promotion

Jonathan Scott then jumped in and shared a few of the 225 pieces he brought back to life. The tagline for the new campaign is “Now You Can #TideThat.”

Inside to Outdoors

“Future trends in home design include bringing the comforts of the inside outdoors,” Scott told Happi in an interview after the tour. Pictured is a vintage lawn chair that was brought back to life with Tide Oxi.

Laundry List

A representative for Tide showed how Tide Oxi can fit the classic use of Tide in laundry. When added to detergent, it helps brighten colors and whites to retain their color.

Key Component

The key to this powerful clean is an ingredient called NOBS, which works with peroxide to form peracid—a stronger form of bleach versus peroxide alone, resulting in stronger stain fighting power. Peracid is a color-safe bleach ideal for fabrics.

To prove the powerful clean of the Tide Oxi, Jonathan Scott—co-star of HGTV’s popular “Property Brothers” series—scoured the streets of NYC to find some of the dirtiest household items Americans discarded and cleaned them up with this new multi-purpose cleaner.  The results were showcased at an exclusive press event on June 3.