Tide and Walmart have announced a joint effort to steer Americans toward a more sustainable, eco-friendly choice when doing their laundry – washing in cold water.
The multi-month campaign, which launched in conjunction with Earth Day on April 22, will include in-store product sampling and demos, digital advertising, in-store signage, and social media promotion to help establish cold water as an “eco-habit,” while underscoring the benefits of cold-water washing.
Tide has set a goal to turn 75 percent 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,” said 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.”
