Tide Newsroom

New Swash Lineup Freshens Up Clothing While On-The-Go


Monday, December 7, 2009 3:27 pm EST


Cincinnati, OH
"So the next time you need your favorite shirt or jeans, Swash can be there to help get them ready to wear."

Cincinnati, OH (December 7, 2009)When you have a certain outfit in mind for a Friday night out, you want it to be ready to wear at a moment’s notice. But, between that early morning meeting, a lunch date with friends and a quick workout at the gym, there is little time in a busy day to iron wrinkles or wash a shirt that isn’t quite dirty. To ensure people everywhere can freshen up their look while on-the-go, Tide introduces Swash™, a line of products designed to provide quick and convenient stain, wrinkle and odor removal solutions. Swash instantly transforms the clothes you want to wear in between washes so you don’t have to sacrifice your style.

The four available Swash products are:

  • Smooth It Out: Clothing dewrinkler spray, designed to smooth out wrinkles and static in no time flat.
  • Fresh It Up: Clothing refresher spray, specially formulated to swash out odors in an instant. Available in two great scents: At Large & Posse.
  • Steam It Out: 10-minute dryer-activated tumbler sheets that help steam away odors and thoroughly refresh clothing.
  • Get It Out: Stain removal pen that swashed out fresh food and drink stains on the fly.

These days, busier lifestyles demand simple solutions for looking great on-the-go. According to P&G research, nearly 50% of adults claim to treat their clothes in-between washes.* With Swash, your clothing can keep up with your day-to-night or gym-to-work routines so your style remains fresh.

"Swash was created to help people get more mileage out of their wardrobe," says Alejandro Bethlen, Swash Brand Manager. "So the next time you need your favorite shirt or jeans, Swash can be there to help get them ready to wear."

Bethlen adds, “Our consumers are shopping, working and playing online, leading to the decision to launch Swash online only. As P&G explores new ways to launch products, we feel that Swash is the perfect test through which we can evaluate e-commerce launches.”

Beginning December 7th, the suite of Swash products will be available exclusively at online retailers. For additional product information and to find a participating online retailer, please visit www.swashandgo.com.

The suggested retail price of all SWASH products ranges from $6-15. Actual retail prices are at the sole discretion of the retailer. 

*According to a study conducted for Procter & Gamble in 2007

About Tide®

For almost 60 years, Tide has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.