Tide and Walmart Team Up to Expand Adoption of Washing in Cold with Consumers

For the Love of Their Laundry, Their Wallets and the Planet

Tide, America’s #1 trusted laundry detergent¹, and Walmart, America’s largest retailer², announced a joint effort today to help Americans make a smart, more sustainable choice in the laundry room – washing in cold – as consumers continue to express desire for more eco-friendly options while lamenting challenges such as cost, effectiveness and convenience. The multi-month campaign, which launched today in conjunction with Earth Day, will include in-store product sampling and demos, digital advertising, in-store signage, social media promotion and more to help establish cold water as the next broadly adopted eco-habit, while underscoring the personal benefits of washing in cold.

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Tide and Walmart announced a joint effort to help Americans make a smart, more sustainable choice in the laundry room: washing in cold. (Photo: Business Wire)

The campaign, “Turn to Cold for the Love of…”, kicks off as Tide PODS, Tide Power PODS and Tide liquid laundry detergent receive a formula upgrade delivering a powerful clean in cold, enabling consumers to enjoy the myriad benefits of cold water alongside the Tide clean they expect:

• Clothing longevity and clean performance: Tide in cold works on 100% of common stains and helps keep clothes looking like new.
• Money savings: Washing laundry in cold water can help save up to $150 a year on energy bills³.
• Environmental impact: Washing in cold (vs hot) water saves up to 90% energy on average. That’s enough electricity saved in just one load to power the average American household for over an hour⁴.

Consider the fact that Americans do over 30 billion loads of laundry every year, and the small act of turning the dial to cold adds up to big impact. The net benefit of cold wash is so significant that Tide has set a goal to turn 75% of loads of laundry in North America to cold water washing by 2030. If successful, the move would avoid 27 million metric tons of CO2 emissions⁵, or the equivalent energy savings to powering down all of New York City or San Francisco for over a year⁶.