Tide Teams up with Nelly Furtado to Launch New Eco-Friendly Detergent, Tide purclean™

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Furtado encourages Canadians to get involved as Tide purclean
supports WWF-Canada’s Count for Nature movement

TORONTO–(BUSINESS WIRE)–For more than a decade, Tide has been committed to developing detergents
that provide environmental benefits like energy and water savings
without compromising on the clean consumers demand. Hitting shelves
across the country this fall is the latest innovation in Tide’s ongoing
commitment to sustainability: Tide purclean, the first bio-based
detergent with the cleaning power of Tide.


To celebrate this step in the right direction, Tide is teaming up with
Grammy® Award-winning, Canadian singer-songwriter, and advocate for the
environment, Nelly Furtado, to introduce the brand’s new partnership
with WWF-Canada, in support of their Count for Nature movement.

“As a parent, I consider the products, and their ingredients, that I use
at home and with my family, as well as making sustainable choices
whenever I can. This includes how we conduct our laundry—washing with
cold water, limiting the amount of loads per week and choosing the right
laundry detergent,” said Furtado. “I’m thrilled that a brand I trust,
like Tide has created an environmentally-friendly laundry detergent that
actually works, but is also gentle on fabrics. I’m honoured to team up
with them as they launch NEW Tide purclean and work with Tide to bring
attention to WWF-Canada’s Count for Nature movement, and invite
Canadians to take action with me.”

Starting today, until November 30, 2016 at 11:59PM EST, every time
someone tweets to @Tide, sharing an action they take to help the
environment, using both #purclean and #CountForNature, Tide will donate
$1 to WWF-Canada’s Count for Nature Campaign.

“WWF-Canada’s Count for Nature movement is driven by the knowledge that
what each and every one of us does for nature counts towards the health
of our planet,” said David Miller, president and CEO, WWF-Canada. “With
the support of Canadians and partners like Tide purclean* and Nelly
Furtado, we are able to work towards a future where nature, wildlife and
people thrive together. “Whether it’s planting native plants, or getting
outside to clean up your local shoreline, we encourage everyone be part
of the action by counting yourself in.”

“Tide purclean is an important next step in our journey to create
detergents that help consumers make sustainable choices,” said Corinne
Durieu, Fabric Care Communications Manager, P&G Canada. “We believe that
in order to create a more sustainable future, we need to make products
that people use every day more environmentally friendly. That’s why we
made sure that Tide purclean has the same cleaning power of Tide, is
hypoallergenic and free of dyes, chlorine and phosphates but is also 65%
bio-based, and made using renewable energy sources.”

With a 65 per cent bio-based formula, as certified by the USDA
BioPreferred seal, Tide purclean cleans as well as Tide Original liquid
at stain removal, whiteness, color care, and the ability to clean in
energy-saving cold water. The detergent is produced at a zero
manufacturing waste to landfill facility using 100 per cent renewable
wind power electricity and the bottle is also 100 per cent recyclable.

Tide purclean is available in 32 loads and 48 loads sizes in a light
Honey Lavender fragrance and an unscented version, with suggested
pricing of $12.99 and $14.99, respectively, and is available at
retailers across Canada.

For more information about Tide purclean as well as Tide’s commitment to
sustainability please visit: http://tide.ca/purclean

To join WWF-Canada’s Count For Nature movement, please visit: wwf.ca/CountForNature_purclean

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 USDA BioPreferred and Certified Biobased Product label
The
BioPreferred Program is a USDA-led initiative that assists the
development and expansion of markets for biobased products. BioPreferred
is transforming the marketplace for biobased products through two
initiatives: mandatory purchasing requirements for Federal Agencies and
Federal contractors and voluntary product certification and labeling.

Biobased products span a diverse range of applications, such as
lubricants, cleaning products, chemicals and bioplastics. The USDA
Certified Biobased Product label communicates a product’s biobased
content. Usually expressed as a percentage, biobased content is the
ratio of non-fossil organic carbon (new carbon) to total organic carbon
in a product. New carbon is derived from recently-created materials. The
total organic carbon in a product consists of new carbon and old organic
carbon that originates from fossil carbon materials, such as petroleum,
coal, or natural gas. Approximately 2,500 products have earned the USDA
Certified Biobased Product label as of May 2016. To learn more about the
USDA Certified Biobased Product label please visit www.biopreferred.gov,
and follow on Twitter at http://twitter.com/BioPreferred.

ABOUT NELLY FURTADO
A Canadian-born singer, songwriter,
actress, and philanthropist, who is of Portuguese descent, Furtado has
enjoyed a vibrant and globally-successful career as a multi-language
superstar. By embracing different cultures and genres, she has helped
define musical diversity for a new generation ever since unleashing her
debut, 2000’s double-platinum Whoa, Nelly!, which spawned 2 top
10 hit singles (“I’m Like a Bird” and “Turn Off the Light”) and won
Furtado her first Grammy for Best Female Pop Vocal Performance. In 2003,
Furtado released her sophomore album, Folklore, which was
preceded by the lead single “Powerless (Say What You Want).” After
collaborating with hit-making producer Timbaland, Furtado experienced a
surge in her global success with the release of Loose (2006),
which included four #1 singles—“Promiscuous,” “Maneater,” “Say It
Right,” and “All Good Things (Must Come to an End).” In 2009, Furtado
unveiled her first Spanish language album, Mi Plan. Her 5th
studio album, The Spirit Indestructible was released in 2012. In
total, Furtado has sold more than 16 million albums and 18 million
singles worldwide, and has racked up many international honors,
including a Grammy Award, a BRIT Award, a Latin Grammy Award, World
Music Award, a Billboard Music Awards, a MTV EMA award, 3 Much Music
Video Awards, a star on Canada’s Walk of Fame and 10 Juno awards. Among
her environmental and humanitarian philanthropic work, Furtado continues
to remain very close to Free the Children. Having global accolades and a
music career that is nothing short of legendary, Nelly Furtado has
indeed been on quite a ride. The chart-topping luminary will release her
new album, appropriately titled, The Ride, out March 3, 2017.

* WWF-Canada thanks Tide for its generous support. Acceptance of this
support does not constitute an endorsement by WWF-Canada of Tide or its
individual products.

Contacts

Media Contacts:
P&G Canada
contact:

Corinne Durieu, 416-730-4087
Fabric Care
Communications Manager
durieu.c@pg.com
or
Porter
Novelli
Jayne Cassidy, 416-422-7187
jayne.cassidy@porternovelli.com
or
WWF-Canada
contact:

Emily Vandermeer, 416-489-4567 ext. 7298
Communications
Specialist
evandermeer@wwfcanada.org
or
NELLY
FURTADO contact:

10th St. Entertainment
Angela
Burke, 212-334-3160
angelab@10thst.com