Tide Newsroom

Tide Teams up with Nelly Furtado to Launch New Eco-Friendly Detergent, Tide purclean™

Furtado encourages Canadians to get involved as Tide purclean supports WWF-Canada’s Count for Nature movement


Thursday, November 17, 2016 6:07 pm EST


") and won Furtado her first Grammy for Best Female Pop Vocal Performance. In 2003, Furtado released her sophomore album, Folklore, which was preceded by the lead single"

TORONTO--(BUSINESS WIRE)--For more than a decade, Tide has been committed to developing detergents that provide environmental benefits like energy and water savings without compromising on the clean consumers demand. Hitting shelves across the country this fall is the latest innovation in Tide’s ongoing commitment to sustainability: Tide purclean, the first bio-based detergent with the cleaning power of Tide.

To celebrate this step in the right direction, Tide is teaming up with Grammy® Award-winning, Canadian singer-songwriter, and advocate for the environment, Nelly Furtado, to introduce the brand’s new partnership with WWF-Canada, in support of their Count for Nature movement.

“As a parent, I consider the products, and their ingredients, that I use at home and with my family, as well as making sustainable choices whenever I can. This includes how we conduct our laundry—washing with cold water, limiting the amount of loads per week and choosing the right laundry detergent,” said Furtado. “I’m thrilled that a brand I trust, like Tide has created an environmentally-friendly laundry detergent that actually works, but is also gentle on fabrics. I’m honoured to team up with them as they launch NEW Tide purclean and work with Tide to bring attention to WWF-Canada’s Count for Nature movement, and invite Canadians to take action with me.”

Starting today, until November 30, 2016 at 11:59PM EST, every time someone tweets to @Tide, sharing an action they take to help the environment, using both #purclean and #CountForNature, Tide will donate $1 to WWF-Canada’s Count for Nature Campaign.

“WWF-Canada’s Count for Nature movement is driven by the knowledge that what each and every one of us does for nature counts towards the health of our planet,” said David Miller, president and CEO, WWF-Canada. “With the support of Canadians and partners like Tide purclean* and Nelly Furtado, we are able to work towards a future where nature, wildlife and people thrive together. “Whether it’s planting native plants, or getting outside to clean up your local shoreline, we encourage everyone be part of the action by counting yourself in.”

“Tide purclean is an important next step in our journey to create detergents that help consumers make sustainable choices,” said Corinne Durieu, Fabric Care Communications Manager, P&G Canada. “We believe that in order to create a more sustainable future, we need to make products that people use every day more environmentally friendly. That's why we made sure that Tide purclean has the same cleaning power of Tide, is hypoallergenic and free of dyes, chlorine and phosphates but is also 65% bio-based, and made using renewable energy sources.”

With a 65 per cent bio-based formula, as certified by the USDA BioPreferred seal, Tide purclean cleans as well as Tide Original liquid at stain removal, whiteness, color care, and the ability to clean in energy-saving cold water. The detergent is produced at a zero manufacturing waste to landfill facility using 100 per cent renewable wind power electricity and the bottle is also 100 per cent recyclable.

Tide purclean is available in 32 loads and 48 loads sizes in a light Honey Lavender fragrance and an unscented version, with suggested pricing of $12.99 and $14.99, respectively, and is available at retailers across Canada.

For more information about Tide purclean as well as Tide’s commitment to sustainability please visit: http://tide.ca/purclean

To join WWF-Canada’s Count For Nature movement, please visit: wwf.ca/CountForNature_purclean

About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

About USDA BioPreferred and Certified Biobased Product label
The BioPreferred Program is a USDA-led initiative that assists the development and expansion of markets for biobased products. BioPreferred is transforming the marketplace for biobased products through two initiatives: mandatory purchasing requirements for Federal Agencies and Federal contractors and voluntary product certification and labeling.

Biobased products span a diverse range of applications, such as lubricants, cleaning products, chemicals and bioplastics. The USDA Certified Biobased Product label communicates a product’s biobased content. Usually expressed as a percentage, biobased content is the ratio of non-fossil organic carbon (new carbon) to total organic carbon in a product. New carbon is derived from recently-created materials. The total organic carbon in a product consists of new carbon and old organic carbon that originates from fossil carbon materials, such as petroleum, coal, or natural gas. Approximately 2,500 products have earned the USDA Certified Biobased Product label as of May 2016. To learn more about the USDA Certified Biobased Product label please visit www.biopreferred.gov, and follow on Twitter at http://twitter.com/BioPreferred.

A Canadian-born singer, songwriter, actress, and philanthropist, who is of Portuguese descent, Furtado has enjoyed a vibrant and globally-successful career as a multi-language superstar. By embracing different cultures and genres, she has helped define musical diversity for a new generation ever since unleashing her debut, 2000’s double-platinum Whoa, Nelly!, which spawned 2 top 10 hit singles (“I’m Like a Bird” and “Turn Off the Light”) and won Furtado her first Grammy for Best Female Pop Vocal Performance. In 2003, Furtado released her sophomore album, Folklore, which was preceded by the lead single “Powerless (Say What You Want).” After collaborating with hit-making producer Timbaland, Furtado experienced a surge in her global success with the release of Loose (2006), which included four #1 singles—“Promiscuous,” “Maneater,” “Say It Right,” and “All Good Things (Must Come to an End).” In 2009, Furtado unveiled her first Spanish language album, Mi Plan. Her 5th studio album, The Spirit Indestructible was released in 2012. In total, Furtado has sold more than 16 million albums and 18 million singles worldwide, and has racked up many international honors, including a Grammy Award, a BRIT Award, a Latin Grammy Award, World Music Award, a Billboard Music Awards, a MTV EMA award, 3 Much Music Video Awards, a star on Canada’s Walk of Fame and 10 Juno awards. Among her environmental and humanitarian philanthropic work, Furtado continues to remain very close to Free the Children. Having global accolades and a music career that is nothing short of legendary, Nelly Furtado has indeed been on quite a ride. The chart-topping luminary will release her new album, appropriately titled, The Ride, out March 3, 2017.

* WWF-Canada thanks Tide for its generous support. Acceptance of this support does not constitute an endorsement by WWF-Canada of Tide or its individual products.


Media Contacts:
P&G Canada contact:
Corinne Durieu, 416-730-4087
Fabric Care Communications Manager
Porter Novelli
Jayne Cassidy, 416-422-7187
WWF-Canada contact:
Emily Vandermeer, 416-489-4567 ext. 7298
Communications Specialist
10th St. Entertainment
Angela Burke, 212-334-3160

Multimedia Files:

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Nelly Furtado gets her hands dirty and helps to replenish the Toronto area with native plants, all to celebrate the launch of Tide purclean, and kick off Tide’s support of WWF-Canada’s Count for Nature movement. (Photo: Business Wire)
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