Embrace the cold and bring on the energy savings

    - Tide encourages Canadians to switch to cold water to save enough
    energy to light up to 2.5 million households nationwide for one year -

    TORONTO, Feb. 21 /CNW/ - According to a recent Ipsos Reid survey, 79 per
cent of Canadians are unaware of how much household energy can be saved by
washing their clothes in cold water. In fact, more than half of Canadians use
warm water to wash at least some of their clothes. To help raise awareness for
the energy-saving benefits of cold water washing, Tide(TM) unveils new
energy-saving claims encouraging Canadians to switch to cold water washing
with a cold water detergent such as Tide Coldwater.
    The survey commissioned by Tide reveals that the majority of Canadians
who use warm water for their laundry do so because it is usually perceived as
providing better cleaning results than cold water. However, when hearing more
about the energy saving possibilities of washing in cold water, 84 per cent of
Canadians confirmed they would be more likely to switch to cold water washing
- but only if they were able to get excellent cleaning results.
    "I'm a huge supporter of cold water washing. As a fashion designer I
recommend cold water washing on the labels of all of my garments. Using a cold
water detergent, such as Tide Coldwater, provides excellent cleaning results
and helps resist fading," says Julia Grieve, Tide Coldwater spokesperson and
owner of Preloved. "And as a mother, I appreciate the energy I can save at
home by washing in cold water. In fact, cold water washing can reduce the
amount of household energy used per load by up to 75 per cent. A commitment to
energy efficiency and clothing longevity is the perfect washing solution."
    "According to our research, 96 per cent of Canadians would be more likely
to save energy if it just involved simple changes to day-to-day household
activities," says Lee Bansil, Director of External Relations, P&G Canada.
"We're proud to take the lead in encouraging Canadians to wash their clothes
in cold water to save energy. Washing in cold water is an easy way to save
energy without compromising cleaning results."

    Tide Coldwater detergent is specially formulated to deliver excellent
cleaning results, even on tough stains, when used in a cold water wash. By
washing in cold water with Tide Coldwater you can:
    -   Get deep cleaning on both coloured and white loads
    -   Save up to 75 per cent of the household energy used per load

    Survey Highlights:
    ------------------
    -   Only 21 per cent of Canadians know that washing in cold water can
        save up to 75 per cent of the household energy used per load
    -   Seven in ten (70 per cent) Canadians would be more likely to wash in
        cold water if a laundry detergent could get clothes really clean

    Look for Savings in Your Utility Bill
    -------------------------------------
    To further encourage Canadians to make energy-smart choices, Tide
Coldwater is partnering with utility companies across the country to include
valuable energy-saving information and coupons for Tide Coldwater detergent in
consumer billings. Switching to cold water washing can lead to significant
energy savings. A unique claim of Tide Coldwater, is that it can help reduce
the household energy used by up to 75 per cent per load and lead to
significant cost savings as well.
    "Our mission at the Canadian Energy Efficiency Alliance (CEEA) is to
promote and advance energy efficiency and its benefits to the environment and
economy," says Ken Elsey, CEEA President and CEO. "We are thrilled to see
companies like Tide, that are committed to energy efficiency and use their
product innovation to make a positive impact."
    To accommodate all Canadians, Tide Coldwater is available across the
country at mass merchandise and grocery retailers in liquid, ultra and
original powder formulas, a variety of convenient sizes and two scents: Fresh
Scent and new Mountain Spring.

    These are the findings of an Ipsos Reid poll conducted for Tide
    Coldwater and fielded from January 9-11, 2007. For the survey, a
    representative sample of 1000 adult Canadians was interviewed by
    telephone. The sample used in this study has been weighted according to
    Census data to accurately reflect the population of Canadians. With a
    sample of this size, the aggregate results are considered accurate to
    within +/-3.1 percentage points, 19 times out of 20, of what they would
    have been had this entire population been polled. The margin of error
    will be larger within each sub-grouping of the survey population.

    About Procter & Gamble
    Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Always(R),
Pantene(R), Mach3(R), Bounty(R), Pringles(R), Swiffer(R), Folgers(R),
Charmin(R), Downy(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R),
Olay(R), Clairol Nice 'n Easy(R), Herbal Essences(R), Head & Shoulders(R),
Gillette(R), and Braun. The P&G community consists of almost 140,000 employees
working in over 80 countries worldwide. P&G is the leading consumer products
company in Canada with over $2.7 billion in annual sales. Please visit
www.pg.ca for the latest news and in-depth information about P&G and its
brands.

For further information: Aaron Michiels or Jessica Kasparian, Manning
Selvage & Lee (MS&L), (416) 967-3702, aaron.michiels@mslpr.com,
jessica.kasparian@mslpr.com; Lee Bansil, Procter & Gamble, (416) 730-4644,
bansil.l@pg.com