Tide Newsroom

Tide® Moves Outside the Laundry Room with Its First-Ever Multi-Use Cleaning Product

New Tide Oxi Multi-Purpose Stain Remover Brings Convenience to Cleaning with More than 225 Uses Throughout the Home


Monday, March 31, 2014 10:00 am EDT



Public Company Information:

"Tide prides itself on offering the best laundry care products to make it easy to clean life’s messes"

CINCINNATI--(BUSINESS WIRE)--Procter & Gamble (NYSE:PG) is delivering a new way to experience the cleaning power of Tide this spring with new Tide Oxi Multi-Purpose Stain Remover. The multi-purpose cleaner hits shelves just in time for spring cleaning – an annual tradition when 72 percent of Americans1 plan to freshen up their homes by deep cleaning areas that really need extra attention. This cleaning season, for the first time ever, consumers will enjoy the cleaning power of Tide both in and out of the laundry room.

With more than 225 uses and counting, now you can “Tide that” with Tide Oxi. That’s because Tide Oxi is a true multi-purpose cleaner that can be used to clean everything from carpet and upholstery, to tile and grout, bathtubs and even patio furniture. It can also be used as an additive to laundry detergent as an added stain fighter. When added to detergent it helps brighten brights and whiten whites to keep colorful clothes – even when faced with troublesome stains – looking their best after countless wears and washes.

“Tide prides itself on offering the best laundry care products to make it easy to clean life’s messes,” said Karen Klei Schlosser, Associate Marketing Director, P&G North American Fabric Care. “But, we know that stains and spills happen outside the laundry room, too. That’s why we are excited to introduce a product that will allow for the deep down Tide clean in the wash and around the house.”

A Cleaning Solution for the Entire Home

Use Tide Oxi to spring clean around the house by simply adding the powder to water to create a cleaning solution to remove many different types of stains on soft or hard surfaces, such as:

  • Bathroom: Give the bathtub, shower and tile floors a deep clean to remove tough build-up, leaving behind an all-over clean you can see.
  • The Patio: Pull patio furniture out of storage and wipe down seat cushions with a good scrubbing to remove last season’s stains in preparation for outdoor entertaining.
  • Stairs: Tend to carpeted stairs that require much needed attention to remove stains and marks that the winter season tracked into the home.
  • Closets: Before packing away winter clothes, put them through one last cycle in the wash to ensure they’re being stored clean and stain-free.

Distinctive Technology Provides a Powerful Yet Safe Clean

The key to this powerful clean is an ingredient called NOBS, which works with peroxide to form peracid – a stronger form of bleach versus peroxide alone, resulting in stronger stain fighting power. More importantly, peracid is a color-safe bleach, making it ideal for clothing and fabrics unlike other Oxi products which use different cleaning agents and may cause damage to your favorite pieces. As soon as you hit “on,” there’s no waiting for Tide Oxi to take effect – NOBS provides instant activation of cleaning agents so Tide Oxi starts working the minute it hits the water.

Tide Oxi Available Just in Time for Spring

Tide Oxi Multi-Purpose Stain Remover is available in Refreshing Breeze Scent at retailers across the United States so you can tackle your spring cleaning projects. The suggested retail price for Tide Oxi Multi-Purpose Stain Remover is $12.99 for a 7.5 lb tub.

Now You Can Tide All Your Spring Cleaning Projects

Learn how to use Tide Oxi to accomplish cleaning projects from two users who already put Tide Oxi to the test, mom bloggers Audrey McClelland and Vera Sweeney. Join Tide for a Twitter party hosted by moms and influential bloggers, Mom Generations and Lady and the Blog tonight at 8:30 p.m. ET by following #TacklewithTide to chat about spring cleaning and learn more about Tide Oxi. Additionally, consumers can participate in a spring cleaning challenge kicking-off April 1st hosted by Mom Generations and Lady and the Blog for even more ways to win new Tide Oxi.

About Tide®

For over 65 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers’ diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Pods®, Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide VIVID White + Bright, Tide Boost, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers’ on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more. You can become a fan on Facebook at www.facebook.com/Tide.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1 Spring Cleaning Survey Reveals Consumers "Dirty" Little Secrets March 20, 2013, from http://www.cleaninginstitute.org/spring_cleaning_survey_reveals_consumers_dirty_little_secrets/


Tracey Long, 513-983-9629
DeVries Global
Jen Ribeiro, 212-546-8577

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Tide Oxi Multi-Purpose Stain Remover (Photo: Business Wire)
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