Tide Newsroom

P&G “Take a Load Off” Campaign, Together with Actress Vanessa Lachey, Empowers Consumers Nationwide to Switch to Cold Water Laundry Washing This Earth Day

Campaign Makes Progress toward P&G’s Commitment to Convert 70% of Wash Loads to Cold by 2020


Monday, April 2, 2012 9:19 am EDT



Public Company Information:

"This campaign is our effort to work hand-in-hand with consumers to make continued progress toward our goal to convert 70% of all wash loads worldwide to cold by 2020."

CINCINNATI--(BUSINESS WIRE)--In honor of Earth Day 2012, P&G today launched its “Take a Load Off” campaign, encouraging U.S. consumers to switch to cold water laundry washing to help save energy and cut down on household utility costs. When doing laundry, heating water can account for up to 80 percent of the energy used per wash load in the U.S. The campaign is part of Future Friendly, P&G's conservation education initiative designed to raise awareness that taking simple steps to save energy, save water and reduce waste can make a meaningful impact on the environment.

“This Earth Day, P&G is inviting consumers to take a load off of the energy grid and their wallets by making one simple change -- washing laundry in cold water,” said Len Sauers, vice president of sustainability for P&G. “This campaign is our effort to work hand-in-hand with consumers to make continued progress toward our goal to convert 70% of all wash loads worldwide to cold by 2020.”

In 2010, P&G announced a goal to convert 70 percent of total washing machine loads to cold water by 2020. The Take a Load Off campaign will motivate consumers to switch to cold water washing by showcasing the environmental benefits, promoting Tide laundry detergents specially formulated to provide a deep clean in cold temperatures and incentivizing the public to participate. As part of the P&G Future Friendly partnership with the Alliance to Save Energy, a nonprofit organization that promotes energy efficiency worldwide, the campaign will provide data that illustrates the environmental benefits of cold water washing. For instance, if an average household switched to cold water washing for one year, it would save enough energy to:

  • Watch TV for 1,363 hours1
  • Charge an iPhone 4S 30,861 times2
  • Power an average new refrigerator for nearly 4 months3

A Facebook sweepstakes, running today through May 13 at http://www.facebook.com/futurefriendly, invites the public to wash in the cold water for the chance to win prizes from P&G each week, including high-efficiency washer and dryer sets and Tide Coldwater detergent. P&G will also bring its cold water washing message to life through pop-up laundry lounges in Los Angeles on April 10 and New York City on April 18. Hosted by actress and expectant mother Vanessa Lachey, the laundry lounge - created from a refurbished shipping container - will encourage consumers to “take a load off” with educational displays and on-site experts.

“Switching to cold water washing is a win-win. You cut down on household energy use and save money while doing something good for the environment,” said Vanessa Lachey. “‘Take a Load Off’ makes it easy for each of us to champion the message that small changes at home can have a big impact on the environment.”

Tide Coldwater was developed by P&G to work most effectively in cold water conditions and recently ranked among the top detergents by a leading consumer group. Specially formulated with different enzymes and surfactants, the detergent allows consumers to live more sustainably and save money without sacrificing the results they expect from a trusted brand such as Tide.

At the Clinton Global Initiative in 2011 P&G committed to reaching 100 million U.S. households by Earth Day 2013 with the information needed to convert from warm/hot water laundry habits to cold water washing. To further its reach, “Take a Load Off” will be amplified by multi-media efforts including content on iVillage, Daily Candy and NBCUniversal. For more information, visit: http://www.facebook.com/futurefriendly.

1. Assumption: Flat-screen TV, 120W; Source: DOE EERE, http://www.eere.energy.gov/consumer/your_home/appliances/index.cfm/mytopic=10040

2. Assumption: iPhone 4S, 5.3 Wh capacity; Source: http://www.ifixit.com/Teardown/iPhone-4S-Teardown/6610/1

3. Assumption: 550 kWh/year as of 2010; Source: Appliance Standards Awareness Project, http://www.appliance-standards.org/sites/tide.newshq.businesswire.com/files/Refrigerator%20Graph_July_2011.PDF

About P&G Future Friendly

P&G Future Friendly is a program that empowers consumers to save energy, save water and reduce waste, using science, innovation and unique partnerships to achieve meaningful environmental impacts. The P&G Future Friendly program is a direct extension of P&G’s long-term commitment and disciplined, science-based approach to environmental sustainability. Through the program, P&G is better able to share these solutions with consumers so they can realize the benefits in their own homes. Sustainability is core to P&G’s Purpose to Touch and Improve the Lives of the Worlds’ Consumers, now and for generations to come.


P&G External Relations
Glenn Williams, 513-983-1920
Citizen Relations for P&G
Maggie Habib, 310-916-6934