New Appliance Innovations Tested by Tide Help
Drive Eco-Behavior Change in the Laundry Room, Decreasing Energy
Consumption by Up to 90% and Saving People Money
Tide®, America’s #1 trusted laundry detergent1, announced today
its partnership with Electrolux, GE Appliances and Samsung to help
drive eco-behavior change in the laundry room at the most impactful
moment – the washing machine. This partnership enabled these
manufacturers’ machines to become Tide Cold Certified, which means
they have a feature on them that Tide scientists have tested to
deliver a better clean in cold with Tide. Washing with cold water
reduces energy use, saves people money and extends the life of
clothing, but despite this, 43% of laundry loads in North America
are still being washed in hot or warm water.
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The Tide Cold Certified program was
established to help people easily identify washing machines and
features that are optimized for cold water washing, backed by
Tide’s extensive testing and knowledge of the science of cold water
washing and eco-behavior change. (Photo: Business Wire)
When people switch from hot to cold water washing, they use up
to 90% less energy in the wash cycle on average and save money on
their yearly energy bills. Switching one load of laundry from hot
to cold water washing also saves enough electricity to power the
average American home for over an hour2.
Tide detergent is uniquely formulated to deliver an exceptional
clean in cold water, and its partnership with Electrolux, GE
Appliances and Samsung advances the organizations’ shared mission
to encourage adoption of and confidence in cold water washing. The
Tide Cold Certified program was established to help people easily
identify washing machines and features that are optimized for cold
water washing, backed by Tide’s extensive testing and knowledge of
the science of cold water washing and eco-behavior change.
“This is the first time Tide has partnered with appliance
manufacturers to test washing machines with features that deliver
an enhanced clean on cold because people deserve a simple but
effective way to do laundry more sustainably,” said Todd Cline,
Senior Director, Head of Sustainability, Procter & Gamble,
North America Fabric Care. “Addressing the climate change crisis
takes collaboration on a large scale, and we are incredibly
thankful to GE Appliances, Electrolux and Samsung for joining us in
the journey to turn more loads to cold water washing, which means
less energy wasted and less impact on the environment with every
wash, and also benefits people’s wallets and clothing.”
Experts from Tide worked together with counterparts at
Electrolux, GE Appliances and Samsung to identify washing machine
features that make the choice to wash in cold easy when laundry is
most top-of-mind: at the washing machine. The resulting Tide Cold
Certified washing machines have at least one of the three following
options that enhance the machine’s ability to wash in cold:
- Cold water feature: A physical component that
strengthens the machine’s ability to wash in cold water with
Tide.
- Custom cold cycle: A new wash cycle developed to provide
great wash performance when using cold water in combination with
Tide.
- Cold water wash setting: A button or other setting that
defaults to most cycles to using cold water, so the consumer
doesn’t have to remember to turn the setting to cold.
To be Tide Cold Certified, Tide scientists must also validate
that the cold feature on the machine improves the cold wash
performance with Tide compared to washing in cold without Tide.
This initiative can further advance Tide’s Ambition of turning
three out of four loads of laundry to cold water washing in the
U.S. and Canada by 2030.
“At Electrolux Group, we are proud to be part of the collective
effort to raise awareness of the many benefits of washing in cold
with Tide, such as reduced energy costs, fewer carbon emissions and
increased clothing longevity, all while effectively eliminating
those hard-to-remove stains,” said CEO of Electrolux Group North
America Ricardo Cons. “The powerful combination of our highly
efficient front load washing machines, coupled with being Tide Cold
Certified, affirms we are providing innovative technology that not
only delivers an exceptional consumer experience but ensures all
have the opportunity to make sustainable, impactful and
cost-effective choices in their home.”
“We are passionate about joining Tide on its mission to empower
consumers to turn to cold water washing, as we believe that
adopting this simple eco-habit can have a major impact on both the
consumer and our environment,” said Peter Pepe, VP of Clothes Care
for GE Appliances. “That’s why we continue to deliver leading
innovation designed to optimize wash performance in cold water, so
it’s easier than ever for consumers. We are proud to recognize
these products as Tide Cold Certified, from our new top load washer
line-up engineered to wash in cold water to dedicated cold wash
cycles on our front load washers.”
“Sustainability is a key area of focus at Samsung. We are
excited to partner with industry leaders like P&G to develop
new technologies that can provide real benefits for our consumers,”
said Moohyung Lee, EVP and Head of the Customer Experience Team for
the Digital Appliances (DA) Business at Samsung Electronics. “The
Tide Cold Certified feature that combines key elements of Samsung’s
hardware and software technology together with Tide’s unique
formulation will provide our consumers with a great cold wash
experience on select Samsung washers.”
To learn more about Tide Cold Certified washing machines, visit
tidecoldcertified.com/about.
_____________________________
1
Consumers’ number one trusted laundry
detergent brand in Reader’s Digest Trusted Brand survey
2
Based on average American household
electricity consumption, as reported by the U.S. Energy Information
Administration
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 https://www.pg.com for the latest news and
information about P&G and its brands. For other P&G
news, visit us at https://www.pg.com/news.
About Electrolux Group Electrolux Group is a leading
global appliance company that has shaped living for the better for
more than 100 years. We reinvent taste, care and wellbeing
experiences for millions of people, always striving to be at the
forefront of sustainability in society through our solutions and
operations. Under our group of leading appliance brands, including
Electrolux, AEG and Frigidaire, we sell household products in
around 120 markets every year. In 2023, Electrolux North America
had sales of $4.6 billion and employed more than 10,000 people. For
more information go to www.electroluxgroup.com.
About GE Appliances, a Haier company At GE Appliances, a
Haier company, we come together to make "good things, for life."
We're creators, thinkers and makers who believe that anything is
possible and that there’s always a better way. We’re a company
powered by our people, made stronger through our diversity —
allowing us to grow closer than ever before to our owners,
anticipate their needs and enhance their lives. Today, our
appliances are in 50 percent of all U.S. homes, and our business is
committed to serving every family in the country. We manufacture
and sell products under the Monogram®, Café™, GE Profile™, GE®,
Haier™ and Hotpoint™ brands. Our products include refrigerators,
freezers, cooking products, dishwashers, washers, dryers, wine
& beverage centers, air conditioners, small appliances, water
filtration systems and water heaters. For more information on our
company, brands, and corporate citizenship, visit
www.geappliancesco.com.
About Samsung Electronics Co., Ltd. Samsung inspires the
world and shapes the future with transformative ideas and
technologies. The company is redefining the worlds of TVs,
smartphones, wearable devices, tablets, home appliances, network
systems, and memory, system LSI, foundry and LED solutions, and
delivering a seamless connected experience through its SmartThings
ecosystem and open collaboration with partners. For the latest
news, please visit the Samsung Newsroom at news.samsung.com.
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Media Contacts
Jen Beck, Tide for P&G Beck.ja@pg.com
Samantha Hamlin, Electrolux Group
Samantha.hamlin@electrolux.com
Whitney Welch, Senior Manager, Brand and Product Communications
GE Appliances whitney.welch@geappliances.com
Samsung Electronics us.newsroom@sea.samsung.com
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