Tide and the NFL Inspire Fans to Make a Positive Impact and #TurnToCold
31 Agosto 2021 - 10:01AM
Business Wire
The partnership aims to encourage more than
80 million households of NFL fans to switch to energy-saving cold
water washing in an effort to dramatically reduce greenhouse gas
emissions
Tide®, America’s #1 laundry detergent brand, announced today
that it is joining forces with another iconic brand – the National
Football League (NFL) – to motivate fans to turn the dial from hot
to cold and make a positive impact on the planet. This football
season, the two organizations are partnering to educate consumers
on the benefits of switching to cold water washing with Tide to not
only provide a great clean, but also to help the environment and
save money.
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Tide® announced that it is joining forces
with the National Football League (NFL) to motivate fans to turn
the dial from hot to cold and make a positive impact on the planet.
(Graphic: Business Wire)
“Behavior change on this scale requires significant investment
in education and industry collaboration, which is why Tide asked a
longstanding partner with a high bar for superior laundry cleaning
performance, the NFL, to join our mission to turn to cold water
washing,” said Marc Pritchard, Chief Brand Officer at Procter &
Gamble. “When two big brands come together to be a force for good,
the potential positive impact is huge. We’re excited to join forces
again with the NFL this season and inspire one of America’s largest
fan bases to turn to energy-saving cold water cleaning that’s not
only good for clothes, it’s better for the planet.” The partnership
is the next chapter in Tide’s 2030 Ambition to increase U.S. loads
washed in cold to three in four, as a part of its mission to make
cold water washing the standard for all Americans.
Small Change, Big Impact
With a simple turn of the dial, every household that switches to
cold will save 90% energy in the wash cycle and up to $150 in
energy bills*, while extending the life of their clothes – a
touchdown for every American. Together with the NFL’s reach of 80
million households of NFL fans (over half of U.S. households), the
potential cumulative impact of turning to cold is significant. If
NFL fans turn to cold, that would result in 16 billion loads of
laundry washed on cold per year – a reduction of 5.6 million metric
tons (MT) of GHG emissions and equal to removing more than one
million cars from the road for a year.
“We value our longstanding partnership with Tide and are
impressed with their creativity and inspiration behind the
#TurnToCold program,” said Tim Ellis, Executive Vice President
& Chief Marketing Officer for the National Football League.
“After seeing the incredible influence that two big brands can have
when they join forces for good, we are excited to collaborate with
Tide on this program and further utilize our NFL platform to
motivate our passionate fan base to support a small change that can
make a massive impact on our environment.”
If the NFL Can Trust A Clean on Cold,
So Can Consumers
With all the sweat, grass and mud stains that come with the
game, washing an NFL jersey on cold is also the ultimate stress
test to show how Tide not only delivers a superior clean on cold,
but saves consumers money and energy at the same time.
- Tide works better when washing in cold water than the average
bargain brand of detergent in hot**. Tide’s newest detergent, Tide
Hygienic Clean Heavy Duty 10x, is formulated with 50% more cleaning
power*** and a deeper cleaning technology that gets between fibers
to effectively remove both visible and invisible dirt.
Tide Scientists worked with NFL Team Equipment Managers to
optimize formulas and settings, to ensure Tide would meet their
high standard. Once they saw the results, they pledged to switch.
Starting with 15 teams committed to make the change, the NFL aims
to move over 1 million pounds of laundry to cold with Tide per
year, while inspiring more teams and fans to join in and make the
change. That’s more laundry than a person does in their entire
lifetime!
Fan Favorite NFL Players Encourage Fans
to Turn the Dial
To kick off the partnership and rally fans to join the movement,
NFL teams and players will advocate for the switch through a series
of cold-inspired marketing and consumer activations:
- Introducing the Tide Cold Washer, the first-ever talking
washing machine that reminds consumers to wash in cold. The
machines will be released as a limited-edition NFL team branded
series and will be customized with fan favorite players’ voices
from 10 teams. The Washer is designed to turn up the fun and make
the cold setting a fan’s favorite wash. Starting on August 31, fans
can enter to win one on Tide.com!
- To celebrate their pledge to turn to cold and rally more fans
to join, committed NFL teams will show support in various ways such
as taking to social to share their customized washing machines,
blue logos, and even turning their stadium lights blue for this
season’s games!
- Atlanta Falcons Quarterback Matt Ryan, aka Matty Ice, will join
Tide’s Cold Caller crew alongside ‘Stone Cold’ Steve Austin and
Ice-T in a series of TV spots to share the benefits of turning to
cold.
For more information about the campaign and for a chance to win,
visit Tide.com.
*Annually when using a non-HE machine and switching all loads
from hot to cold water, based on average electricity rate of
(US,13.3c/kWh) and 8 loads per week **Tide Power Pods in cold vs.
leading baking soda 2-in-1 Pak in hot ***vs. Tide Original
liquid
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. For other P&G news, visit us at
www.pg.com/news.
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version on businesswire.com: https://www.businesswire.com/news/home/20210831005224/en/
Rotha Brauntz, brauntz.rp@pg.com James Talamo,
james.talamo@ketchum.com
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