Tide purclean encourages energy-saving laundry habits through its Sustainable Laundry Pledge and donates $250,000 to World Wildlife Fund for Earth Day

Tide purclean, WWF and Kristen Bell teamed up to convert households
to energy-saving laundry habits

CINCINNATI–(BUSINESS WIRE)–Leading up to Earth Day, Tide purclean, World Wildlife Fund and actress
Kristen Bell launched a joint effort to convert as many households
possible to energy-saving laundry habits by asking consumers to take the
Sustainable Laundry Pledge using #CleanPledge. Now, in celebration of
the thousands of pledges received to-date, Tide purclean is making the
full donation of $250,000 in support of WWF’s global conservation

“This collaboration with Tide purclean is an opportunity to raise
awareness that making small changes to something as simple as a load of
laundry can make a difference and have impact on our world,” said Sheila
Bonini, senior vice president, private sector engagement, World Wildlife
Fund. “This donation helps WWF further our ongoing conservation efforts
across the globe and represents an incredible effort by the public to
adopt more sustainable household practices.”

The Sustainable Laundry Pledge tasks consumers with making three small
changes to their everyday laundry routine in order to make a big impact
for the planet. These include:

1. Wash with cold water

    Switching to cold water for one year can save enough energy to:

  • Drive more than 300 miles
  • Charge your phone for a lifetime
  • Power your TV for 4 months

2. Use a High Efficiency washer

    Compared to traditional washers, HE machines:

  • Deliver up to 65% energy savings
  • Use 3x less water

3. Take care of clothes to keep them longer

    When the average life of clothing is extended by three months,
you can:

  • Help reduce the 21 billion pounds of textile waste going into
    landfills each year1
  • Reduce your carbon and water footprint by up to 10%2

To take the pledge, consumers are asked to visit Tide.com/CleanPledge
or tweet using #CleanPledge.

“It’s all about taking small steps that add up to big change,” said
Kristen Bell. “As a mom, I need clean clothes for my kids, but I also
care deeply about the world I’m leaving behind for them. Tide purclean
is 65% plant-based and has the cleaning power of regular Tide so I can
get the clean I need, while also making less of an environmental impact.”

In addition to being 65% plant-based, Tide purclean is also produced at
a facility that uses 100% renewable wind power electricity and is a zero
manufacturing waste to landfill site.

“We at P&G and Tide are committed to finding new ways to create
innovative and sustainable products that people love, without trade-offs
in price or performance,” said Amy Krehbiel, associate brand director,
Procter & Gamble. “Tide purclean is one of the latest steps in our
journey to help consumers make sustainable detergent choices from the
brands they trust most. After all, a more sustainable detergent will
only have impact if people use it!”

About Procter & Gamble

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

About WWF

WWF is one of the world’s leading conservation organizations, working in
100 countries for over half a century. With the support of almost 5
million members worldwide, WWF is dedicated to delivering science-based
solutions to preserve the diversity and abundance of life on Earth, halt
the degradation of the environment and combat climate change. Visit www.worldwildlife.org
to learn more and follow our news conversations on Twitter @WWFNews.


1) United States. Environmental Protection Agency. Municipal Solid
Waste in the United States: 2009 Facts and Figures. Washington,
DC: EPA, 2010. Available at https://nepis.epa.gov/Exe/tiff2png.cgi/P100A0NX.PNG?-r+75+-g+7+D%3A%5CZYFILES%5CINDEX%20DATA%5C06THRU10%5CTIFF%5C00001065%5CP100A0NX.TIF

2) LeBlanc, Rick. “Textile Recycling Facts and Figures.”
Sustainable Businesses. The Balance, 31 Jan. 2017. Available at https://www.thebalance.com/textile-recycling-facts-and-figures-2878122.


Procter & Gamble
Tracey Long, 513-983-9629
Tully, 212-485-6854