Tide Newsroom

Tide Coldwater® Offers A Cool Way to Clean in Cold, Which Saves You Energy

Tide Coldwater® Now Also Available in “High Efficiency” Version for HE Machines


Wednesday, September 30, 2009 4:32 pm EDT


Cincinnati, OH
"We are always looking for ways to provide value to the consumer"

Cincinnati, OH (September 2009) – Still think you can’t get your clothes truly clean without turning the dial to warm or hot? Leading detergent brand Tide® begs to differ. Tide Coldwater, a specially designed formula for cold water washing, challenged this notion by showing that washing in cold can be a great way to get a fresh, deep clean. Tide Coldwater helps remove the most challenging stains, even in cold water. In fact, Regular Liquid Tide Coldwater removes stains better in cold than the next leading regular liquid detergent in warm. Tide recently expanded the Coldwater portfolio with the introduction of Tide Coldwater HE, a formulation that is compatible with “high efficiency” (HE) washing machines.

As energy costs continue to rise, Americans are looking to find simple ways to cut back on energy use in order to save money. Many consumers are investing in high efficiency washing machines, which can use less energy than traditional agitator washers. Another simpler way to cut back on energy costs is to switch to cold water washing. Many people don’t realize that a great deal of the energy used by washing machines comes from the energy needed to heat the water. By switching to cold water washing – and using Tide Coldwater to ensure great performance – consumers can save energy and money.  

“We are always looking for ways to provide value to the consumer,” said Suzanne Watson, Associate Marketing Director for Tide. “By using Tide Coldwater and washing in cold on a consistent basis, consumers can save energy and money while still getting a high standard of clean. With Tide Coldwater and Tide Coldwater HE, we’re hoping to dispel the myth that consumers have to turn up the heat in order to get their clothes clean.”

With its newly expanded portfolio, Tide Coldwater is now available for every type of washing machine. For those who own a HE machine, you can do 3 washes in cold for the same energy of one wash in hot. Also, you can save up to 50% of energy in every load by switching to cold with Tide Coldwater HE. 

Tide Coldwater and Tide Coldwater HE are available at most retail stores nationwide. The suggested retail price is $14.49 for a 100 oz bottle of Tide Coldwater or Tide Coldwater HE. Actual retail price is subject to change at the individual retailer’s discretion. For more information, please visit www.tidecoldwater.com. 

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.

For more information, please contact:

DeVries Public Relations
Ellen Kane
212-891-0468/ ekane@devries-pr.com 
P&G:Lauren Thaman
513-983-6708/ thaman.la@pg.com