Tide’s #TurnToCold Highlights the Benefits of Cold Water Washing

Tide’s latest fabric care innovations deliver superiority for both your clothes and wallet.

Tide Cold Water

Tide is on a mission to convince everyone to #TurntoCold for a better future. Did you know that washing in cold water can reduce your energy use by 90%?1 Put another way, switching one load from hot to cold saves enough electricity to power the average American home for over an hour2.

Tide Turn to Cold. Cleans great and saves money! This detergent delivers clean clothes in cold water washing, which enables immediate cost benefits for consumers. The superior formula is designed to work powerfully in cold temperatures, giving you a great clean in every single load and saving you up to $150 on your yearly energy bill.3 Not only that, washing in cold with Tide or Ariel saves on energy which means less energy wasted and less impact on the environment.

Other benefits of washing your laundry in cold water include helping your clothes last longer and slowing the fading of colors and shrinking of fabrics.

But Tide’s superiority doesn’t end there. At this year’s Cannes Lions Awards, the brand brought home gold as 1 of 10 creative award wins for P&G. As part of the convening of creative minds, creative brilliance is celebrated through the Cannes Lions Awards – a set of highly competitive, world-class awards. Of all the work that is entered for consideration, only 4% receive recognition. Just getting onto an awards shortlist is an accomplishment! So the bar to win gold is pretty high. Our Tide team and partners at Saatchi & Saatchi were up to the challenge and won recognition in the Sustainable Development Goals for Responsible Consumption and Production category for their work to encourage consumers to #TurnToCold.

1 on average, when switching from hot to cold water
2 based on average American household electricity consumption, as reported by the U.S. Energy Information Administration
3 In non-HE washer, 8 loads/wk from hot to cold, avg electricity rate (13.3c/kWh)