Tide purclean Encourages Energy-saving Laundry Habits Through Its Sustainable Laundry Pledge and Donates $250,000 to World Wildlife Fund for Earth Day

CINCINNATI--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 efforts.

“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.