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Tide Aims to Convert 1 Million Households to Coldwater Washing

Procter & Gamble is joining with the Alliance to Save Energy in a new consumer education campaign that aims to convince households to begin washing clothes in cold water.

As energy costs take a bigger bite out of consumer budgets, the Tide Coldwater Challenge will spread the message that people can forego hot water washing and save money and energy without affecting their cleaning results.

The campaign launched last week during the Clinton Global Initiative meeting in New York, and aims to reach one million households by Earth Day 2013.

The campaign continues the consumer education work that began when Tide Coldwater first hit the shelves in 2006. Earlier this year the brand joined with the Alliance to Save Energy at the U.S. Conference of Mayors to urge local politicians to motivate their constituents to switch the dial to cold and wash in cold water.

P&G estimates that only 38 percent of laundry loads globally are washed in coldwater. The percentages are even lower in the U.S., according to The New York Times, and heating water is responsible for three-quarters of the energy use and greenhouse-gas emissions associated with washing a load.

P&G has set a corporate sustainability goal of converting 70 percent of total global washing machine loads to cold water washing by 2020.

Bart King is a PR consultant and founder of Cleantech Communications.


Bart King is the principal of New Growth Communications, a network of affiliated content producers and strategists serving clients in the emerging green economy. He is also Associate Editor of Sponsored Content for Sustainable Brands. Follow him @bart_king [Read more about Bart King]


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