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Giants and Tide inspire fans to make a positive impact and #TurnToCold

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CINCINNATI (September 21, 2021) -- Tide®, America's #1 laundry detergent brand, announced on August 31 that it is joining forces with another iconic brand – the National Football League (NFL) – to encourage 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 great results, but also to help the environment and save money.  Further, Tide is partnering with individual teams, beginning with the New York Giants, to share the #TurnToCold story with local markets and inspire fanbases to wash on cold water.

"We are excited to partner with Tide on such a unique campaign," Giants Chief Commercial Officer Pete Guelli said. "The New York Giants organization is committed to promoting positive changes that help our environment, and we look forward to our fanbase embracing the call to #TurnToCold."

"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 fanbases 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 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 the Giants and 14 other teams that have 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 an entire lifetime!  

Fan Favorite NFL Players Encourage Fans to Turn the Dial

To kick off the partnership and rally fans to join the movement, players and other NFL teams 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. Fans can enter to win one on Tide.com!
  • Sterling Shepard will represent the Giants in this campaign as a spokesperson and on the Giants branded Tide Cold Washer.
  • To celebrate their pledge to turn to cold and rally more fans to join, the Giants and other committed NFL teams will show support in various ways, such as taking to social to share their customized washing machines and blue logos.
  • The Giants will be supporting the campaign through TV/Radio advertisements, Giants.com advertisements and custom content on social media.

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.

About the New York Football Giants

A cornerstone franchise of the National Football League, the New York Football Giants began play in 1925. With eight championships, including a victory over the New England Patriots in Super Bowl XLVI, their second in five seasons, the Giants are the only franchise in the NFL with a Super Bowl victory in each of the last four decades. Headquartered at the Quest Diagnostics Training Center in East Rutherford, N.J., the Giants enter their 97th season of play this fall. For more information, visit www.giants.com.

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