P&G to launch North American education campaign in effort to reach goal of converting 70% of world's washing machine loads to cold water by 2020

Lorena Madrigal

LOS ANGELES , September 27, 2011 (press release) – Procter & Gamble (P&G) will reach 100 million U.S. homes with its coldwater washing campaign, the Environmental Leader reported Sept. 23.

The company will partner with Alliance to Save Energy to convert Americans’ laundry habits by Earth Day 2013 through its Tide coldwater detergents and Future Friendly education campaign.

According to a recent Industry Intelligence article, the coldwater detergent market continues to struggle as consumers remain unconvinced that switching to washing laundry in cold water will not decrease cleaning capacity.

P&G hopes the campaign will enable it to reach its goal of converting 70% of the world’s washing machine loads to cold water by 2020.

The primary source of this article is Environmental Leader, Fort Collins, Colorado, on Sept. 23, 2011.

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